The Big Shift: Redefining Marketing in a Multicultural America

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Future growth will require that all corporations undergo… The Big Shift. This book proposes the right size the traditional cultural silo and place multicultural consumers front and center of mainstream marketing to drive growth. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace. This book takes a critical look at the past, present and future of marketing to Latinos and advances a strategic framework of how marketers can take their business to new heights in the 21st century.