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The Americano Dream: How Latinos Can Achieve Success in Business and in Life [Hardcover]

Lionel Sosa (Author)

4.5 out of 5 stars See all reviews (11 customer reviews) |

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Book Description

Publication Date: March 1, 1998

Lionel Sosa' extraordinary achievements in advertising have made his San Antonio-based frim the leading consultant to Anglo corporations looking to break into the multicultural market. Now he turns the tables, showing Latino-Americans how to market themselves to a wider American business culture. Sosa draws on his own experience as well as those of other successful Latino politicians, entertainers, sports stars, and businesspeople to illustrate the obstacles that Latinos must overcome and the power of their heritage. By showing in complete detail how all Latinos can compete and win in American society, The Americano Dream stands alone in the marketplace and will quickly become the bible for a new generation of entrepeneurs. •There is a clearly defined market for this book. Latinos are the fastest growing ethnic group in the United States. •Lionel Sosa is the founder of the largest Hispanic advertising agency in the U.S. •Lionel Sosa is now the CEO of KJS, the nation'sfirst multicultural advertising agency, which helps Fortune 500 companies expand their business into Latino, Asian, and African-American markets. •Lionel Sosa has been featured on the "Today" show and profiled by Fortune, the Wall Street Journal, The New York Times, Forbes, and U.S. News and World Report. •Lionel Sosa lectures regularly to Latino businesses and community groups. •This hardcover is being published simultaneously with a Spanish-language Plume edition.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } Lionel Sosa' extraordinary achievements in advertising have made his San Antonio-based frim the leading consultant to Anglo corporations looking to break into the multicultural market. Now he turns the tables, showing Latino-Americans how to market themselves to a wider American business culture. Sosa draws on his own experience as well as those of other successful Latino politicians, entertainers, sports stars, and businesspeople to illustrate the obstacles that Latinos must overcome and the power of their heritage. By showing in complete detail how all Latinos can compete and win in American society, The Americano Dream stands alone in the marketplace and will quickly become the bible for a new generation of entrepeneurs. •There is a clearly defined market for this book. Latinos are the fastest growing ethnic group in the United States. •Lionel Sosa is the founder of the largest Hispanic advertising agency in the U.S. •Lionel Sosa is now the CEO of KJS, the nation'sfirst multicultural advertising agency, which helps Fortune 500 companies expand their business into Latino, Asian, and African-American markets. •Lionel Sosa has been featured on the "Today" show and profiled by Fortune, the Wall Street Journal, The New York Times, Forbes, and U.S. News and World Report. •Lionel Sosa lectures regularly to Latino businesses and community groups. •This hardcover is being published simultaneously with a Spanish-language Plume edition.

Product Details

Hardcover: 240 pages
Publisher: Dutton Adult (March 1, 1998)
Language: English
ISBN-10: 0525943099
ISBN-13: 978-0525943099
Product Dimensions: 9.1 x 6.2 x 0.9 inches
Shipping Weight: 1 pounds

Average Customer Review: 4.5 out of 5 stars See all reviews (11 customer reviews)

Amazon Best Sellers Rank: #890,531 in Books (See Top 100 in Books)

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More About the Author

› Visit Amazon's Lionel Sosa Page

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Customer Reviews

11 Reviews

5 star:		(8)
4 star:		(2)
3 star:		(0)
2 star:		(0)
1 star:		(1)

Average Customer Review

4.5 out of 5 stars (11 customer reviews)

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2 of 2 people found the following review helpful:

5.0 out of 5 stars Read it if you are a minority!!, December 5, 2000

kkant@singnet.com.sg (Singapore) - See all my reviews

This review is from: The Americano Dream: How Latinos Can Achieve Success in Business and in Life (Mass Market Paperback)

Mr Sosa has a brilliant message. You can succeed even though you may belong to a minority or 'disadvantaged'. Although, he shares the Latinos' experiance and the Americano dream, his story is applicable to anyone who has persistence and determination to succeed. I live in a city state where most of us come from immigrant origins and have thrived. Mr Sosa's practical and sound advice in the book is something you can immediately put to use.

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2 of 2 people found the following review helpful:

5.0 out of 5 stars The voyage begins here, August 7, 2000

Maxsil "Science Fiction Fanatic" (Massachusetts) - See all my reviews

This review is from: The Americano Dream: How Latinos Can Achieve Success in Business and in Life (Hardcover)

When I started to read this book I knew right away that this man had the answers I was searching for. He is on target with what it takes to make it the present US economy. I not only gained knowledge, I gained pride in my culture. I highly recommend it.

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2 of 2 people found the following review helpful:

5.0 out of 5 stars A breakaway from the traditional Hispanic mentality!!, July 1, 1999

Mike Arismendez (arsmndez@arn.net) (Lubbock, Texas) - See all my reviews

This review is from: The Americano Dream: How Latinos Can Achieve Success in Business and in Life (Hardcover)

An insightful book that brings to surface the traits and characters of Hispanics that are detrimental in some respects but an asset in other situations. Mr. Sosa voices the ever-increasing philosphy of the Hispanic that wants to succeed in business as any other Anglo strives to succeed. Finally a book that expresses what I have always believed. A 'MUST' read for any Latino who wants to understand why he believes and thinks different than their "madre" and/or "padre".

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Most Recent Customer Reviews

4.0 out of 5 stars A MUST IF YOU ARE A HISPANIC AND WANT TO SUCCEED OR IF YOU WANT TO UNDERSTAND HOW TO UNDERSTAND AND HELP HISPANICS SUCCEED
Someone shared this book with me and I initially only started reading it because I felt obligated to. Boy am I glad I did!!!! This has changed our lives. Read more

Published 1 month ago by eldjobi

4.0 out of 5 stars Great Book! Another Mexicano on the rags to riches climb.
Great book on the dot on many subjects but also didn't agree with all the hidden/imposed, father/superior believes and reasoning for all our actions. Read more

Published on October 7, 2008 by Jorge I. Acosta

5.0 out of 5 stars Latino Success Story
The author worked his way up from a poverty-stricken childhood in San Antonio to become an advertising executive in the upper echelons of the business world. Read more

Published on December 21, 2005 by Virginia Allain

1.0 out of 5 stars Disappointing
The book follows the typical self-help recipes: positive attitude, self-appreciation, hard work, etc. Read more

Published on July 2, 2002 by Gonzalo Robert Diaz

5.0 out of 5 stars Excellent advice from Lionel Sosa.
I feel this book should be mandatory reading for anyone interested in starting a business or climbing the corporate ladder. Read more

Published on March 19, 1999

5.0 out of 5 stars A PASSIONATE BOOK WITH A GREAT MESSAGE FOR ALL HISPANICS
MR. SOSA DOES A WONDERFUL JOB TELLING THE READER ABOUT THE OBSTACLES(FOR THE MOST PART CULTURAL)THAT HE HAD TO OVERCOME TO FEEL A SENSE OF EQUALITY AND A RIGHT TO ACHIEVE... Read more

Published on June 22, 1998

5.0 out of 5 stars Gutsy insight into the Latino psyche

Mr. Sosa's book was such a joy to read and impossible to put down.To boot, there's nothing out there quite like it.

Bold! Bolder! Boldest! Read more

Published on March 28, 1998 by amorcitos

5.0 out of 5 stars An "open door" to how to succeed in business and life!
This is not only a "business" history lesson on the fastest growing population segment in the US - it is a lesson on how we all can enjoy the fruits of our labor through... Read more

Published on March 18, 1998 by Geoff Crabtree (GCcrab@aol.com)

› See all 11 customer reviews...

Inside This Book (learn more)
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First Sentence:
Every time I heard a depressing new statistic on the state of the Hispanic in the United States, every time I saw a new "Hispanics and poverty" headline, I got angry. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
cultural shackles

Key Phrases - Capitalized Phrases (CAPs): (learn more)
San Antonio, United States, New York, Latin America, Roberto Goizueta, Hispanic Chamber of Commerce, South America, University of Texas, Anheuser Busch, Lou Agnese, Vikki Carr, Mexico City, Texas Neon, Burger King, Church's Fried Chicken, Dave Bamberger, New Jersey, Pat Legan, President Clinton, Richard Bela, Sioux City

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Citations (learn more)

This book cites 5 books:

American Dream by J. W. Dicks on page 19
The Maria Paradox by Rosa Maria Gill on page 133
Henry Cisneros: Mexican American Leader (Hispanic Heritage) by Elizabeth Coonrod Martinez in Front Matter
The One to One Future by Don Peppers on page 183
Gloria Estefan (Contemporary Hispanic Americans) by Janel Rodriguez on page 150

9 books cite this book:

Marketing to American Latinos: A Guide to the In-Culture Approach by M. Isabel Valdes in Back Matter
Futuring: The Exploration of the Future by Edward Cornish in Back Matter
Immigrants and the American Dream: Remaking the Middle Class by William A. V. Clark in Back Matter
Inviting Latino Voters: Party Messages and Latino Party Identification (Latino Communities: Emerging Voices - Political, Social, Cultural and Legal Issues) by Stacey L. Connaughton in Back Matter
Electing the President, 2000: The Insiders' View by Kathleen Hall Jamieson on page 155

See all 9 books citing this book

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