Differences between Hispanic and Anglo consumer expectations

The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers have portrayed Hispanics, and looks into the tactics which advertisers use in order to market to that inherent market.

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Year of publication:	1997
Authors:	Herbig, Paul ; Yelkur, Rama
Published in:	Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 35.1997, 2, p. 125-132
Publisher:	MCB UP Ltd
Subject:	Advertising \| Demographics \| Marketing \| USA

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/00251749710160287 [DOI]
Source:	Other ZBW resources

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