Latinos INC.: The Marketing and Making of a People

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.