Marketing to the Hispanic Community
介绍了西班牙裔消费者市场的性质和范围，提出了分析和培育这一细分市场的框架，对忽视该市场的大公司具有参考价值。
Hispanics make up a consumer market of numerous segments and particular needs, yet they have been ignored by most large companies. What is the nature and scope of this market? The authors present background information on the Hispanic community and outline a framework for analyzing and cultivating this market segment.