The population boom in the Latino community in the early 1990’s is well‐documented, and viewed by many businesses as a jumping off point for any marketing plan to capture a share of the expanding market. The U.S. 2013 census for Hispanic Heritage month identified 65% of the 53 million Latinos living in the United States as ethnically Mexican. To start to capture the Latino market, any marketing strategy must begin with the Mexican community. Read More