Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative
For many companies already targeting this lucrative market segment and for those who are considering it, success is not always guaranteed. Even companies with a reputation for well-planned and implemented marketing programs often fail to do the upfront homework, apply the necessary analytical frameworks, and set the foundation; often resulting in false starts and initiatives that do not achieve the necessary internal traction necessary for a successful and sustainable strategy.
In Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Terry Soto provides an in-depth view of the strategic planning process companies need to apply to effectively create market entry strategies that are in sync with not only the environment in which companies compete for a share of this market but also with their strategic, operational and organizational goals and metrics. Terry Soto's book provides a practical, systematic approach to preparing your company to target and serve Hispanic America and to set realistic goals by which to measure your success.
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Soto, Terry J., "Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative" (2006). Alumni Books. 89.