What Companies Get Wrong When Marketing to MinoritiesBy
A recent University of Georgia report predicts that the combined buying power of America's minorities will increase from $1.6 trillion in 2010 to more than $2 trillion by 2015. Yet many small businesses are not marketing effectively to their minority customers, says Ricardo De La Blanca Brigati. The 39-year-old is chief executive officer of DLB Group, a $10 million marketing firm that does business in the U.S., Spain, and Latin America.He spoke recently to Smart Answers columnist Karen E. Klein about why small companies should seek out minority customers and how to go about it in the right way. Edited excerpts of their conversation follow.
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