Immigrant Consumers: Marketing and Public Policy Considerations in the Global Economy

The author addresses marketing and public policy implications stemming from the presence of Mexican immigrant consumers in the United States economy. Their transnational consumption experiences raise a number of policy issues as the result of cultural differences in language, currency, processes of identity formation, and relations with others. In addition, the author discusses more general social issues regarding the significance of marketing activities situated at the nexus of consumption and labor in the global economy.