Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities
Description:
Juan Faura, the author of PMP's bestselling, The Whole Enchilada: Hispanic Marketing 101, challenges Hispanic-focused marketing and advertising agencies to move to the next level of professionalism. Hispanic Marketing Grows Up:
-- Explores 30 perceptions and realities that affect how you market to Hispanics
-- Explains when and when not to use Spanglish in advertising
-- Identifies 10 future trends that will affect the Hispanic consumer market
Faura says that Hispanic marketers have been held back by focusing on their "Hispanicness" rather than focusing on Hispanics as human beings and using their skills to appeal to the human side of the customer.
Tackling subjects from media use to acculturation, Faura shares insight into Hispanic culture that he gained while doing one-to-one interviews with hundreds of Hispanics in many states, including some not thought of as having significant Hispanic populations, and from many different walks of life.
Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
Best prices to buy, sell, or rent ISBN 9780976697343
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