Beyond Bodegas: Developing a Retail Relationship with Hispanic CustomersThe real competition for Hispanic market share takes place at the local level. Regardless of the nature of your business--retail, convenience stores, banks, supermarkets--if you want to be a successful and profitable player in the Hispanic marketplace, you need to understand the dynamics of the community at the local level. In this ground-breaking book, retail expert, Jim Perkins, offers scores of insight into the mindset and shopping behavior of Hispanic consumers. Discover why a sleek modern store may turn off Hispanic consumers. Learn the importance of diversifying the workforce in your store. Listen in on neighborhood conversations around the simple pleasures of ice cream. Learn about cultural nostalgia, and when and when not to rely on Spanish as an advertising language. |
Contents
Why Hispanics Why Now? | 1 |
Why Length of Time in Country Matters | 12 |
Marketing InCulture | 26 |
Copyright | |
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