Marketing to the Hispanic CommunityCalifornia Management Review - Tập 26 Số 1 - Trang 120-134 - 1983
Madhav N. Segal, Lionel Sosa
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.