The rise of the Hispanic market in the United States : challenges, dilemmas, and opportunities for corporate management / Louis E.V. Nevaer.

Format:

Book

Author/Creator:

Nevaer, Louis E. V., author.

Language:

English

Subjects (All):

Hispanic American consumers.

Market segmentation--United States.

Market segmentation.

Target marketing--United States.

Target marketing.

North America--Economic integration.

North America.

Physical Description:

1 online resource (265 p.)

Edition:

1st ed.

Place of Publication:

London ; New York : Routledge, 2015.

Language Note:

English

Summary:

This study examines the Hispanic worldview and how it informs economic decisions, both in the US and across North America. It challenges the view that American culture will soon dominate its NAFTA trading partners and looks carefully at the market for Hispanic goods in the US.

Contents:

""Cover""; ""Half Title""; ""Title""; ""Copyright""; ""Contents""; ""Part I. THE POLITICAL ECONOMY OF THE ""HISPANIZATION"" OF THE UNITED STATES AND NORTH AMERICA""; ""Introduction""; ""Chapter 1. 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""; ""Chapter 2. 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""; ""Chapter 3. 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""; ""Part II. THE EMERGENCE OF THE HISPANIC MARKET IN NORTH AMERICA""; ""Chapter 4. Americans in Mexico: ""Demonstration Effects"" of a Flourishing Demographic""; ""Americans' Ethnocentric 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""

""Chapter 5. 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 Complicity in the Suppression of Mexican Democratic Aspirations""; ""American Undermining of ""Free Trade""""; ""Chapter 6. Mexicans in the United States: Ethnographic Influences on Consumer Behavior""; ""Racism, Discrimination, and Intra-Hispanic Tensions""; ""The ""Rootlessness"" of the Mexican Diaspora""; ""Mythmaking and the Cult of Victimology""

""Shades of Racism Against Hispanics""""The Phenomenon of Poca Cultura""; ""The Nature of ""Lookism""""; ""Conclusion""; ""Epilogue""; ""Notes""; ""Index""

Notes:

First published 2004 by M.E. Sharpe.

Includes bibliographical references and index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-315-69909-5

1-317-45481-2

9781315699097

OCLC:

958107270