1st Edition
The Rise of the Hispanic Market in the United States Challenges, Dilemmas, and Opportunities for Corporate Management
By Louis E. V. Nevaer
Copyright 2004
264 Pages
by
Routledge
264 Pages
by
Routledge
264 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
Biography
Nevaer, Louis E. V.
