HOW TO WIN THE HISPANIC GOLD RUSH¿: Critical Cultural, Demographic, Marketing, and Motivational Factors - Softcover

Valle, Francisco

Softcover

ISBN 10: 0595287298 ISBN 13: 9780595287291

Publisher: iUniverse, 2003

Synopsis

We are currently at the beginning of a great business phenomenon: The Hispanic Gold RushTM of the 21st century. Organizations are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many businesses experience only limited success and are not gaining the loyalty they expect from Hispanic consumers. "How to Win The Hispanic Gold RushTM" explains the reasons why many organizations have had little success in marketing to Hispanics in the U.S. Practical tools are conveyed to help businesses better direct their resources so they may succeed in this challenging marketplace. Demographic data about the Hispanic population is presented, together with valuable information about cultural and motivational traits that are unique to Hispanics--and that determine their purchasing decisions. In addition, it describes four potential steps organizations can take to effectively increase their penetration of this important ethnic group.

About this title

About the Author:

Francisco J. Valle has advised corporations, non-profit organizations, government agencies, and educational institutions in Hispanic marketing and management. He has keynoted conferences and has published articles on these topics. Mr. Valle has created for clients award-winning Hispanic marketing campaigns and has been interviewed by Bloomberg and several major radio talk shows. Mr. Valle holds an M.B.A. from CSUF and a B.S. in Chemistry from the Universidad Nacional Autónoma de México. He completed Harvard Business School?s Corporate Governance Program: Leadership in the Boardroom, and the Director Training & Certification Program at UCLA. Mr. Valle lives with his wife and two children in California.Ms. Judy M. Mandel?s education includes a Masters in Communications, with coursework in intercultural communication, and a B.A. in Journalism and Mass Communications. For the last 25 years, Ms. Mandel and her husband have worked in California with Hispanic high school and college students to help them develop their educational and personal potentials.

About this edition

• Publisher: iUniverse
• Publication date: 2003
• ISBN 10: 0595287298
• ISBN 13: 9780595287291
• Binding: Paperback
• Number of pages: 112