Three steps to successful Hispanic marketing

07/7/2003 | Advertising Age (tiered subscription model)

Hispanic marketers make sure their messages are delivered in both English and Spanish to attract the young generation and their parents. Mike Fernandez, a Hispanic marketing expert, says the three steps crucial to Hispanic marketing are: segmenting by language, taking into account in-culture experiential marketing and drawing up a general market plan that blends brand essence and strategic positioning.

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