I've been away from blogging for a few weeks while I have been writing articles for U.S. publications. The June issue of CRM Magazine (Customer Relationship Management) carries my latest article entitled "Lo Conseguimos".
Jessica Sebor, former Editorial Assistant, wrote the article "Hispanic Marketing Goes to Universidad" in the magazine's February issue. Hispanics in the U.S. are poised to cross the $1 trillion mark for consumer purchasing power. Jessica highlighted the limited educational resources available within the U.S. on marketing to these consumers.
"Marketing means understanding your customer. For multicultural marketers, this is often a difficult and complex learning process." Jessica wrote. Steven Kelly, codirector for Kellstadt Marketing Center at Dekalb, was quoted as saying, "Essentially, the main thing was business people saying, 'We can't get enough people who understand the Hispanic culture and know marketing.'"
I could not have agreed more with Jessica's article so I wrote a follow up piece. You can read my article here.
It doesn't matter whether a company is trying to market to U.S. Hispanic consumers or consumers in Mexico, Europe or Asia. What does matter is that companies must invest in cultural training to compete and continue to succeed in business at home and abroad.
I wish you continued success.
The Mexico Guru
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