First published 2023
The U.S. Hispanic population drives the nation's biggest demographic shift, yet most companies fumble their approach to this market. Isaac Mizrahi, a veteran multicultural marketing executive, confronts the lazy assumptions that plague corporate America. Too many business leaders think Hispanic marketing means translating Anglo campaigns into Spanish, or they fall back on tired stereotypes like mariachi bands in advertisements. Mizrahi draws from his experience as both agency CEO and corporate executive to show how companies can authentically connect with Hispanic consumers. He presents real case studies and practical recommendations that cut through academic theory and political rhetoric. The book targets marketers and business leaders who want concrete strategies for tapping into Hispanic purchasing power. Mizrahi argues for abandoning preconceived notions about undocumented status and economic influence. His straightforward approach offers a business-focused roadmap for companies ready to embrace modern multicultural marketing and capture growth from America's fastest-expanding consumer segment.
Genres: business, sociology, non-fiction
Vibes: business-focused, straightforward, thought-provoking
Tropes: business-advice, case-studies
Setting: United States
Period: 21st-century
220 pages · Paperback · Routledge