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50) This passage aptly describes the dawning of a new ?enlightenment' era in the United States. Marketers are beginning to focus on an emerging market known as the Hispanic/Latino community. The sheer strength of the Hispanic market can no longer be avoided as marketers are realizing that traditional methods of reaching a generalized market segment do not apply to the complex Hispanic culture.
In the last half of the 20th century, the size of the Hispanic market in America grew exponentially. Traditional attempts to capitalize on the Hispanic market failed in large part to stereotypes and cultural myths...
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