Page 16 - Latino Boom II

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l a t i n o b o o m I I
now and over the next several decades, is the Hispanic population…
Latinos are no longer just a sub-segment of the economy, but a promi-
nent player of American life.”
4
Over the next ten chapters, I hope to show you the amazing opportu-
nity the Hispanic community represents for this country and its future.
I will help you take advantage of this opportunity by sharing insights
about this consumer group, by sharing with you organizational models
that drive to best-in-class Hispanic marketing practices, and finally by
sharing research that I believe will help you understand how both cul-
ture and language must be at the heart of everything you do to win with
Hispanics.
Yes, you may have to change the way you do things. But change, while
sometimes difficult, is always for the better. The definition of insanity
is doing the same thing over and over again and expecting different
results.
No t e s
1. Ronald Brownstein, “The Grey and the Brown: The Generational Mismatch,”
National Journal
, June 24, 2010. http://www.nationaljournal.com/magazine/the-
gray-and-the-brown-the-generational-mismatch-20100724.
2. Mass Communications and Society, The View of the Border: News Fram-
ing of the Definition, Causes, and Solutions to Illegal Immigration DOI:
10.1080/15205431003743679 Sei-hill Kim, John P. Carvalho, Andrew G. Davis &
Amanda M. Mullins, pages 292-314.
3. The Impact of Media Stereotypes on Opinions and Attitudes Towards Latinos,
National Hispanic Media Coalition/Latino Decisions, September 2012, pg. 5.
4. 
The State of the Hispanic Consumer: The Hispanic Market Imperative
, Quarter
2, 2012 Copyright © 2012 The Nielsen Company.