A CONTENTIOUS AND MISUNDERSTOOD TOPIC*

A month ago, I wrote about the myth of Hispanic Marketing. My position is that there is no “Hispanic Marketing,” there is only one discipline called marketing, and all consumer segments should be approached in the same deliberate and disciplined method.

On January 31, in retailwire.com, the following question was posted for discussion: Is the American public, marketers included, naïve and gullible when it comes to understanding the Latino consumer? If so, why? If not, why do there seem to be so many mistakes?”

In my opinion, the article preceding the question was as reveling as the contentious discussion that followed.

Free registration is required to view Retail Wire (I encourage you to join). I've posted a link for your perusal.


*A description of the discussion by an intelligent and learned individual
Copyright 2008, Carlos Arámbula. All rights reserved.