By 2040, one of four Americans will be Hispanic.

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What is Hofstede's Power Distance?
Based on research carried out in the 60s and 70s, Dr. Geert Hofstede, the renowned Dutch scholar, developed the construct of power distance. What does this construct mean? What implications for marketing to the Latinos in the U.S. does this construct hold?
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"Hispanics ... exhibit significant culture sustainability and are not disappearing into the American melting pot."

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Dear Marketing Professional,

The Hispanic American market is a huge market. According to the U.S. Census Bureau (2012a), currently, Hispanic Americans make up 16.7% of the population and, by 2040, one of four Americans will be Hispanic (2012b). Furthermore, according to the Selig Center of the University of Georgia (Humphreys, 2012), by 2017, the buying power of the Latinos in the U.S. will rise to $1.7 trillion.

Chiqui Cartagena, the renowned Hispanic marketing expert, once stated "Understanding a community is a key factor in tapping into it successfully" (2005, p. xv). But, as a marketing professional, you know that the information that you need to capitalize on the rapidly growing Hispanic American market, although voluminous, is not 100% credible or readily available. Therein lies la raison d'être (the reason for being) of the Hispanic Marketing Library, which offers 100% credible and readily available digital publications — (1) FREE e-zines and (2) NOMINALLY-PRICED e-books— for marketing to the Latinos in the U.S. All HML publications are research-based, are properly referenced, are carefully crafted, and are delivered as downloadable files.

"HML is a valuable source of information for marketing to Hispanics,"
says Steve Glasberg,
a New Jersey-based corporate executive.

-- Articles and studies about Latino culture and Hispanic marketing --

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Dr. Anthony (Dr. T) Rodriguez
Hispanic Marketing Library


Cartagena, M.J. (2005). Latino Boom! New York, NY: Ballantine Books/Random House, Inc.

Humphreys, J.M. (2012). The multicultural economy 2012. Athens, GA: The Selig Center of the University of Georgia. URL:

U.S. Census Bureau. (2012a). Hispanic heritage month 2012. Washington, DC: Author. URL:

U.S. Census Bureau. (2012b). Projections of the population by sex, race, and Hispanic origin: 2015 to 2080. Washington, DC: Author. URL:

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