Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    • Archive

    Latinos INC.: The Marketing and Making of a People

     
    Why "ethnic marketing" can go awry.
    9/10/2001
    Latinos are an attractive demographic to target, but do marketers know anything about them? In the eyes of the average ad agency in the United States, Latinos—whether they hail from Cuba, Columbia, Spain, or Mexico—are lumped together as one, according to the author. Dávila, an assistant professor at New York University who specializes in American studies and anthropology, explains that so-called "ethnic marketing" says more about those who conceptualize and produce it than the people for whom it is intended. Although somewhat heavy going at times due to its academic focus, the book is sprinkled with examples of pertinent ads, and should provide much food for thought for executives who aim products and services at specific ethnic groups.
    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College