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Hispanic Market Power
Book

Hispanic Market Power

America’s Business Growth Engine

Routledge, 2023 more...


Editorial Rating

7

Qualities

  • Applicable
  • Overview
  • Concrete Examples

Recommendation

America’s Hispanic population is growing while the country’s non-Hispanic white population shrinks, creating an imperative for companies to learn to market to Hispanic consumers. Hispanic marketing expert Isaac Mizrahi makes the case for embracing the Hispanic market as more than a niche, and goes on to offer a comprehensive guide to connecting with Hispanic consumers. Mizrahi draws from extensive industry experience as a marketing executive and ad agency head, and the book includes ten case studies illustrating successful Hispanic marketing initiatives.

Take-Aways

  • The Hispanic population is increasing in the United States — and so is its cultural influence.
  • As America shifts to a minority-majority population, industries and culture will change.
  • The Hispanic market presents an enormous business opportunity. Companies should invest accordingly.

About the Author

Isaac Mizrahi is CEO of the ad agency Alma. He is a former chairman of the board of the Hispanic Marketing Council and in 2006 was recognized as US Hispanic Marketer of the Year by Ad Week’s Marketing y Medios. He writes the Multicultural Marketing column for the online edition of Forbes.


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