Latinos, inc the marketing and making of a people, updated edition, with a new preface by arlene dávila (author) in this important, original, and entertaining book, arlene dávila provides a critical examination of the hispanic marketing industry and of its role in the making and marketing of us. The hispanic-latino naming dispute is an ongoing disagreement over the use of the ethnonyms hispanic and latino to refer collectively to the inhabitants of the united states of america who are of latin american or spanish origin—that is, latino or hispanic americans. Latinos, the largest growing population in the us, have created a new business imperative today's companies must have latinos in all levels of the organization to address the changing customer our focus is strategic brand and marketing consulting that respect the many nuances of hispanic culture.
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