The Whole Enchilada: Hispanic Marketing 101 [Hardcover]

Juan Faura (Author)

Book Description

Publication Date: September 2004

Hispanics are warm people. Most prefer a hug to a handshake, but they also want that "hug" to be respectful and honest, not just a ploy to gain their business. Using his many years in research and advertising, as well as his experiences being raised in a Hispanic family, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.

The Whole Enchilada is a practical guide to selling to Hispanics in the U.S. Take a look at the top 30 Latino markets and find out which advertising vehicles, organizations, and resources are available in each one to assist you in developing and executing a marketing strategy. Scores of easy-to-apply tips will help you make your business 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 Latino consumer

• Twelve commonly assumed characteristics of Hispanic culture, and what you need to know about how the culture is changing

• Profiles of Eight individuals who represent the many faces of U.S. Hispanics

• Which media are best suited to your objectives

• Where to find help when you need it

Especially written for the small business that is trying to adapt to a changing environment, The Whole Enchilada also contains wisdom for major corporations who are willing to recognize that Hispanics are an important part of the diverse U.S. customer base.

Editorial Reviews

Review

Juan Faura is the Serpico of the Hispanic market. His insights are pure and interactive. -- Ed Arce, Director of Multicultural Business, Nike Inc.

About the Author

Juan Faura is the president of Cultura, a Dallas-based advertising and marketing company specializing in communicating to the U.S. Hispanic market. Prior to founding this company Mr. Faura was a researcher and consultant also specializing in marketing to the U.S. Hispanic audience. This author knows Hispanic customers. He himself is half Mexican and half Puerto Rican, covering the two largest Hispanic constituencies in the U.S. His father was a vice-president for Gillette Corporation of Mexico exposing this family to the finer aspects of a privileged socioeconomic status. In Mexico City the young author was exposed to the world of influence based on family name and political connections.

On the other end of the spectrum, Mr. Faura’s mother came from a humble background and a rough neighborhood in Mexico City. He recalls schizophrenic weekends with Saturdays spent going to the best and most expensive restaurants, while Sundays were spent going to picnics or eating tacos in little hole-in-the-wall establishments in some of the toughest parts of Mexico City.

Upon moving to the States, the influence and family-name value went out the window. His family settled in one of the more desirable areas of San Diego. When he was still in high school and old enough to work, he took a job at a Mexican bakery owned by his parents' friends. Later he worked at a body shop and then at a shipyard. In each of these jobs he worked with Hispanics from a broad range of backgrounds and origins.

Now, as president of a full-service multicultural advertising agency, he stresses the importance of consumer intelligence, emphasizing the impact his firm’s strategies bring to clients’ bottom lines. He describes his staff as a collection of Mexican, Puerto Rican, South American, Central American , and Cuban marketers, poets, artists, and business leaders bent on making clients’ Hispanic business grow.

Product Details

• Hardcover: 140 pages
• Publisher: Paramount Market Publishing; 2 edition (September 2004)
• Language: English
• ISBN-10: 0972529055
• ISBN-13: 978-0972529051
• Product Dimensions: 9.3 x 6.2 x 0.6 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #681,505 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 8 people found the following review helpful:

5.0 out of 5 stars The Whole Enchilada, August 19, 2005

By 

Edith Pavon Alvarez (México) - See all my reviews
(REAL NAME)   

This review is from: The Whole Enchilada: Hispanic Marketing 101 (Hardcover)

Is a very good book if what you need is a basic aproach to the Hispanic Market, easy to read and very well written.