“Oye Como Va” (Hey what’s up?) was asked by Carlos Santana in his 1970 hit song. Now more than 46 million Latinos/Hispanics living in the US (as per the 2008 US census) are asking us marketers the same question. As they should be, especially since they are quoted as being the fastest growing consumer segment, with an annual spending power of more than $863 billion. Although the Hispanic market can
