The Whole Enchilada: Hispanic Marketing 101
Editorial Reviews
Ed Arce, Director of Multicultural Business, Nike Inc.
Juan Faura is the Serpico of the Hispanic market. His insights are pure and interactive.
Book Description
Hispanics are warm people. Most prefer a hug to a handshake, but they also want that "hug" to be respectful and honest, not just a ploy to gain their business. Using his many years in research and advertising, as well as his experiences being raised in a Hispanic family, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.
The Whole Enchilada is a practical guide to selling to Hispanics in the U.S. Take a look at the top 30 Latino markets and find out which advertising vehicles, organizations, and resources are available in each one to assist you in developing and executing a marketing strategy. Scores of easy-to-apply tips will help you make your business Hispanic friendly.
In The Whole Enchilada, you will find:
• Eight Laws of the Hispanic Universe
• Five phrases that will immediately engender a connection with any Latino consumer
• Twelve commonly assumed characteristics of Hispanic culture, and what you need to know about how the culture is changing
• Profiles of Eight individuals who represent the many faces of U.S. Hispanics
• Which media are best suited to your objectives
• Where to find help when you need it
Especially written for the small business that is trying to adapt to a changing environment, The Whole Enchilada also contains wisdom for major corporations who are willing to recognize that Hispanics are an important part of the diverse U.S. customer base.
The Whole Enchilada: Hispanic Marketing 101
The Whole Enchilada: Hispanic Marketing 101,Juan Faura,Paramount Market Publishing,0972529055,Business & Economics,Business / Economics / Finance,Business/Economics,General,Marketing - General
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