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The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management : Challenges, Dilemmas, and Opportunities for Corporate Management - Louis E. V. Nevaer

The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management

Challenges, Dilemmas, and Opportunities for Corporate Management

Paperback Published: 30th December 2003
ISBN: 9780765612915
Number Of Pages: 264

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Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.

The Political Economy of the "Hispanization" of the United States and North America
Introduction
The Future of Marketing and Merchandising in the United States
On the Nature of the U.S. Hispanic Market
The Use of Spanish to Self-Segregate
Racism and Why Hispanics Self-Segregate
Of Puerto Rican "Grandmothers" and Mexican "Gringadas"
A Brave Nuevo Mundo for Corporate America
Management Realities of a Fragmented "North American" Market
A Linguistically Fragmented North American Consumer Market
How NAFTA Fuels the Hispanization of the United States and the World
Decline of English-Language Markets in the United States and Mexico
Hispanization and Marketing in the United States
Externalities in the North American Hispanic Market
The Growing Market for Educational Services to Hispanics
Labor, Immigration and Business
The Nature of Illegal Immigration
Corporate Complicity in Illegal Immigration
The Advantages of "Regularizing" the Labor Force Across North America
Toward a Viable Guest-Worker Program
The Emerging Conflict between African Americans and Hispanics
The Emergence of the Hispanic Market in North America
Americans in Mexico: "Demonstration Effects" of a Flourishing Demographic
Americans' ethonocentric Assumptions of Mexico Revisited
Hispanic Views of Americans, from Latin America and within the United States
The "American Confidence" Demonstration Effect on Hispanics
Paternalism's Influence on Hispanic Consumer Behavior
Hispanization in Latin America and the United States
A Vanishing Border: The Emergence of a North American Consumer Market
The Role of Intellectuals in American and Mexican Public Life
Denial of Mexicans' and Hispanics' Property Rights
American Undermining of "Free Trade"
Mexicans in the United States: Ethnographic Influences on Consumer Behavior
The "Rootlessness" of the Mexican Diaspora
Mythmaking and the Cult of Victimology
Shades of Racism Against Hispanics
The Phenomenon of Poca Culture
The Nature of "Lookism"
Conclusion
Epilogue
Notes
Index
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780765612915
ISBN-10: 0765612917
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 264
Published: 30th December 2003
Country of Publication: GB
Dimensions (cm): 22.45 x 15.49  x 1.73
Weight (kg): 0.35