An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.

A new ethnic identity is being constructed in the United States: the Hispanic nation. Overcoming age-old racial, regional, and political differences, Americans of Mexican, Puerto Rican, Cuban, and other Spanish-language origins are beginning to imagine themselves as a single ethnic community - which by the turn of the century may become the United States' largest and most influential minority. Only in recent years have great numbers of Hispanics begun to consider themselves as related within a single culture. Hispanics are redefining their own images and agendas, shaping a population, and paving wider pathways to power. In the process, they are changing both themselves and the culture, government, and urban habits of the communities around them. In this ground-breaking book, Geoffrey Fox shows how and why Hispanics are changing the United States. Based on interviews, observations, and extensive research, Hispanic Nation examines why such diverse people are imagining themselves as one; the politics of turning a statistical fiction into a social reality; the impact of the Spanish-language media on Hispanics' self-images; ethnic consciousness and political movements (Cesar Chavez and the farm workers movement, the Young Lords and La Raza Unida, Puerto Rican and Mexican encounters in the Midwest); controversies surrounding "high" and popular Hispanic/Latino art, music, and literature; and the institutionalization of the movement everywhere - from local school boards to the U.S. Congress.

DaSilva draws together key essays dealing with the span of Spanish and Latin American arts, ranging from literature, music, film, and ballet to painting. Scholars and researchers involved with the scope of Spanish and Spanish American arts will find this collection of particular value. The selections center on basic themes including the icons of Spain, the use of characters from classic Spanish literature in performing and visual arts, romantic and modern Spanish writers and their influences, and the fusion of Mexican and Spanish culture. The selections center on ten basic themes: The early icons of Spain; the uses of Don Quixote from operas to painting; Don Juan is given a similar treatment, with theater, film, and ballet in addition to literature and opera; an examination of areas of fusion of Spanish and Mexican culture; Spanish Romantics in opera and ballet; modern writers whose work appears in musical transcription; modern writers whose novels appear in film; an examination of works that parody earlier pieces; a survey of the interrelationship between painting and its literary sources; and a look at the variegated artistic peregrinations of such contemporaries as Marquez, Puig, Skarmeta, and others. Scholars and researchers involved with the scope of Spanish and Spanish American arts will find this collection of particular value.