M.S.
Agricultural Economics and Extension Education
University of Tennessee
1990/1991

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Hispanic Marketing (PDF File)

• Breaking Down Barriers to Hispanic Public Relations (GS Insight), Targeting the U.S. Hispanic market with an effective PR program is a bit like creating a national program that reaches the general audience. The U.S. is so large; it’s difficult and expensive to reach every prospect. The same is true for Hispanic America, which today represents the country’s largest minority group.
• Cultural Diversity: Eating in America Mexican-American (By Marisa Warrix), In the United States Mexican-Americans comprise 60 percent of the Hispanic/Latino population. Mexicans live predominantly in California, Texas, Arizona, New Mexico, and Colorado. The difference between Mexican, Puerto Rican, and other Latin American countries includes 500 years of separate history, as well as entirely different native populations that were present when the Spaniards arrived.
• Five Things about the Hispanic Market (By Luis Garcia), What's all the fuss about the Hispanic Market? Sure it grew 58 percent in only 10 years so perhaps marketers suddenly see why $600 billion in buying power can be beneficial. But is that reason enough for the nation's marketers to suddenly go crazy over a niche population?
• A Shared Future: The Economic Engagement of Greater Chicago and Its Mexican Community (Douglas Doetsch,Clare Muñana and Alejandro Silva,Co-chairs), Throughout Chicago’s history, immigrants from all corners of the world have played critical roles in shaping its character and economic life. While it was mostly European immigrants who helped transform Chicago from a trading post to an industrial city, Mexican immigrants and their children have become a part of Chicago’s regional economy and are helping to shape its future.
• New Patterns of Hispanic Settlement in Rural America (By William Kandel and John Cromartie), Since 1980, the nonmetro Hispanic population in the United States has doubled and is now the most rapidly growing demographic group in rural and small-town America. By 2000, half of all nonmetro Hispanics lived outside traditional settlement areas of the Southwest. Many Hispanics in counties that have experienced rapid Hispanic growth are recent U.S. arrivals with relatively low education levels, weak English proficiency, and undocumented status.