Korgaonkar, Pradeep K.; Karson, Eric J.; Lund, Daulatram - In: Journal of Consumer Marketing 17 (2000) 2, pp. 137-157
Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA’s...
