It’s getting close to the end of my semester in my Intro to Latin Studies class and I have already decided to choose for my final report the study of Hispanic marketing through cultural and historical research. I have learned so much more about Latin culture and history through my class discussions and assigned books written by very notable Latino scholars, sociologists, historians and essayists. There was so much that I wasn’t aware of that helped me understand modern Latino culture and the diverse Latinos living here in the United States and Latin America.

From international policy, language, revolutions and racial classes to cultural metaphors and symbolism; Latino culture and society is still being studied to this day. One question that my class always brings up is “Do Latinos relate more with native Indians or the Spaniards that arrived here?.” Each book provides different perspectives of not only this issue of Latino identity but also the issue of our relationship with the United States.

This brings me to the point that companies, advertising agencies and marketers who wish to build campaigns to capture the Hispanic market; they really have to do the research. Sure there are focus groups, interviews and surveys but you have to know the culture, sociology, consumer behavior as well and that is what I propose to illustrate in my report. So far I gathered some resources for this report that I believe will help me establish a strong foundation for my proposal. Below is the list of books that I got from my university library as well as what I purchased from Amazon. Check them out, maybe you can use these books for your own Hispanic marketing research. If you recommend any other books feel free and post some.

Hispanic Marketing: A Cultural Perspective by Felipe and Betty Ann Korzenny

Hispanic Marketing Grows Up by Juan Faura

Hispanic/Latino Identity: A Philosophical Perspective by Jorge J. E. Gracia

Latinos, Inc.: The Marketing and Making of a People by Arlene Daivila

Latin Americans: Contemporary Peoples and Their Cultural Traditions by Michael D. Olien

Latin American Popular Culture: An Introduction by William H. Beezley

Latin American Popular Culture by Arthur A. Natella, Jr.

Marketing to American Latinos: A Guide to the In-Culture Approach Part 1 by M. Isabel Valdès

Marketing to American Latinos: A Guide to the In-Culture Approach Part 2 by M. Isabel Valdès

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