America is fast embracing multiculturalism, and the changing dynamics have produced new dilemmas for the various marketers who are required to reach the people whose language, customs, and tastes aren’t the same as the ?general market?. It will become more critical to have marketing plans that are culturally relevant as the diversity in the population increases and ethnic minorities such as the U.S. Hispanics gain more prominence. The present-day market trend makes it imperative for the marketers to analyze and adopt novel strategies in the same manner that they’ve allocated the corporate marketing resources through time, in order to use marketing to Hispanics to their advantage…
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http://www.associationofmarketing.org/articles/view.php?article_id=7672
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