The Edge: Competitive Edge Blog

Latino Boom II: Catch the Biggest Demographic Wave Since the Baby Boom

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With the launch of our newest venture, Latino Edge Research, understanding the growing Latino community is one of our keys to success. What the Hispanic marketing book, Latino Boom II, delivers is a detailed view of Latino demographics.  It presents compelling evidence of the impact that the growth of the Latino segment has had on American life. Cartagena is a Univision executive so she spends a lot of ink on the Latino media landscape, including its history. That’s probably superfluous information for nearly every reader.  Another limitiation is that, though she makes a good try, it is simply impossible to present much useful information on actual marketing campaigns because, as Cartagena convincingly shows, the diversity of the Latino community means that “your results will differ.”  That said, the book will give marketers insight on how to capitalize on Hispanic buying power, which is expected to exceed $1.3 trillion by 2014.

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