Hispanic marketing and communication resources: a selective bibliography

Abstract

Purpose ‐ The purpose of this article is to highlight and describe information resources on Hispanic marketing for practitioners and scholars in the field – as well as librarians collecting resources in the Communication and Business subject areas. Design/methodology/approach ‐ This article provides an overview of Hispanic marketing resources that were published within the last ten years. A few key sources on Hispanic culture and Hispanic statistics are included for a holistic picture of the Hispanic impact in the US consumer market. Findings ‐ The paper reveals that marketers and advertisers are keeping a close eye on the Hispanic consumer market as the Hispanic population in the US continues to increase. Yet, there are few scholarly sources examining and discussing Hispanic marketing communication. Originality/value ‐ With only a handful of information sources on Hispanic marketing communication, it is eminent to get scholarly research that teaches our future generations of marketers to conduct leading research and serve as an innovative resource for the Hispanic marketing industry.

Citation

Blas, N. (2013), "Hispanic marketing and communication resources: a selective bibliography", Reference Reviews, Vol. 27 No. 4, pp. 12-14. https://doi.org/10.1108/09504121311319974