The Power of Business: 7 Fundamental Keys to Unlocking the Potential of the Spanish-language Hispanic Market - Hardcover

Cancela, Jose; Harrison, Carlos

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9780061234996: The Power of Business: 7 Fundamental Keys to Unlocking the Potential of the Spanish-language Hispanic Market

Hardcover

ISBN 10: 0061234990 ISBN 13: 9780061234996

Publisher: Rayo, 2007

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Paperback. Pub Date: 2005 08 Pages: 208 in Publisher: HarperCollins Publishers In The Power of Business en Espaol. Cancela. One of the most well-respected business experts in the Spanish-speaking world. Provides readers with a guide to the in my field adequately - yet often confusing - Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money. The Power of Business en Espaol is a book that will demystify Spanish -dominant consumers for non-Spanish speakers. oken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic. this handbook gives you the tools to build your business and reach out to this rapidly expanding market. Giving readers simple keys to...

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From the Back Cover:

In The Power of Business en Espa�ol, Cancela, one of the most well-respected business experts in the Spanish-speaking world, provides readers with a guide to the exciting--yet often confusing--Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, The Power of Business en Espa�ol is a book that will demystify Spanish-dominant consumers for non-Spanish speakers.

Broken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic, this handbook gives you the tools to build your business and reach out to this rapidly expanding market. Giving readers simple keys to understanding the people, the culture, and the language that unites this growing segment of the population, The Power of Business en Espa�ol is a road map for anyone who wants to prepare their business for the language hurdles of the twenty-first century or simply wants to learn more about their new neighbors.

About the Author:

Jos� Cancela has direct in-market experience in the top fifty Hispanic markets, and throughout his twenty-five-plus-year Hispanic media career has worked with companies like P&G, Toyota, Verizon, Kellogg's, Pepsi, and countless other major U.S. advertisers in their outreach to the Hispanic community. Today he heads Hispanic USA Inc., a full-service Hispanic marketing consulting firm whose client roster includes ING, Group 1 Auto, ABC Radio en Espa�ol, ESPN Deportes Radio, and U. S. Century Bank. He lives in Miami, Florida.

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