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.
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