Improving Sales and Marketing Collaboration

Abstract

The Hispanic–Latino community is large, expanding, and an important contributor to the U.S. economy. Numbering over 50 million, they currently represent about 16 percent of the population. This number is estimated to rise to about 102 million by 2050. Hispanic Latinos engage in a diversity of jobs that help keep the American economic engine running. The practice of entrepreneurship has been on the rise with over 2.3 million businesses in the United States categorized as Hispanic owned, generating over $345 billion in sales.

This book examines the entrepreneurial mindset of Hispanic–Latinos in the United States. With limited literature on the subject, the authors created a pioneering book that captures the viewpoints of real-life Hispanic–Latino ...