Breakthrough merchandising for the growing US Hispanic community

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The U.S. Hispanic population exceeds 40 million and is now the largest minority group in the country with estimated purchasing power of $700 billion. So while the importance of this segment is undeniable, most marketers are not equipped to improve their insight into the Hispanic consumer and how to leverage that understanding into product development, merchandising, communications and marketing that will give them a competitive advantage. This paper will explore the demographics of, and within, the Hispanic population and how marketers can use that information for better decisions.

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