Marketing CEO wants to change conversation around Latino consumers in US

When Alex Lopez Negrete started his marketing firm in 1990, he had no doubt in his mind that one day the business world would agree that the Latino community is a lucrative market. Eventually, potential clients would realize the impact Latinos have on the country’s culture, and the job would get a little easier for Lopez Negrete, president and CEO at Lopez Negrete Communications. His company focuses on targeting Latinos, which was a fast-growing community when he first opened his doors. But,…