The Whole Enchilada by Juan Faura

by Juan Faura

Hispanic marketing is a new assignment for many career marketers.

Here's a practical guide to marketing to Hispanics in the United States. Using his many years in research, Hispanic marketing, and advertising, Juan Faura talks straight about marketing to your Hispanic customers. And you hear it from a Hispanic point of view.

Take a look at the top 30 Hispanic markets in the U.S. and find out which advertising vehicles, organizations, and resources are available to assist you in developing and executing a strategy for marketing to Hispanics.

Scores of easy-to-apply tips will help you make your business and your marketing more 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 Hispanic consumer.
   
• Twelve commonly assumed characteristics of Hispanic culture, what you need to know about how the culture is changing and how your Hispanic marketing should respond.
   
• Profiles of eight individuals who represent the many faces of U.S. Hispanics.

(144 pages, hardcover, ISBN 0-9725290-5-5; 2004)