2015 | OriginalPaper | Buchkapitel
The Hispanic Consumer Segment
verfasst von : David L. Loudon, Claude Simpson
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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The Hispanic subculture is a significant component of the United States economy. Although the market offers a large opportunity for development by businesses, it has been largely ignored by consumer goods companies. This paper describes the nature of the Hispanic consumer segment and discusses marketing strategies for this group.