Hispanic Marketing in the Heartland

The MMR Library staff has compiled a list of recommended resources that every multicultural marketer and diversity executive should consider for their office bookshelf.

In this section, you will find a list of suggested books, white papers, reports, studies and downloads about multicultural marketing and diversity. These resources are available either for sale within this section, via links to individual websites, at Amazon.com and, in some cases, as a free download.

For additional background reading (at no cost,) make sure to visit other sections of this website such as Articles on multicultural marketing and diversity or within special sections on ethnic markets.

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Hispanic Marketing in the Heartland

While literally thousands of books are written every year on the topic of marketing, few books are written on the subject of marketing to U.S. Hispanics. Even fewer are written in a way that provides the reader with a practical understanding of the distinctiveness of the Hispanic population in America. In this perceptive book, Sonderup demonstrates her deep understanding of solid marketing principles combined with a career’s worth of cultural and consumer observations. Many of the insights found in these pages may seem obvious, even simple. But that’s exactly the challenge for the marketing professional: you have to think things through on the most basic of levels or you will overlook something; you will make a mistake. After reading this guide, you’ll have a much better understanding of what this diverse consumer segment is all about.  You’ll also understand the urgency of beginning to build momentum immediately, so that you — and your company — don’t get left behind.

Authors: Laura Sonderup (Author), Ed Swartley (Editor)
Publisher: Fixer Publishing Group
Year: 2011