Customer Reviews

Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities

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Attorney, author and advertising executive Juan Faura spent 25 years studying the dynamics of U.S. Hispanic culture. His hands-on research included months of road trips to meet thousands of people, individually or in groups, in Latin communities from Boston to San Diego. He uses that experience to create composite portraits of U.S. Hispanics, and to contradict or sometimes support long-held marketing stereotypes about this $600-billion annual market. getAbstract recommends his warm, chatty advice to advertisers and marketers who want to reach this large, diverse and still expanding audience. Join his picaresque travels through the land of America's Hispanic consumers to find out what they really want and how you can sell it to them.

this book provides such obvious insights but unfortuntely they are clouded by the self preservaiton of the hispanic marketing industry. this is one of those books that many people will love but most will rebuke.