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Marketing to the Hispanic Community
Segal, Madhav N., and Lionel Sosa
26/1  (Fall 1983): 120-134

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.

 

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