Subscribe Submit
Marketing Strategy

Marketing to the Hispanic Community

Madhav Segal, Lionel Sosa

ArticleIn-Depth
Abstract
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.
Related Topics
Fall 1983

Volume 26
Issue 1


Full Article Browse Issue


California Management Review

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

Learn more
Follow Us
Join our mailing list