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Editorial Reviews
From Booklist
Cartagena, a marketing expert on the U.S. Hispanic population, offers an initial understanding of this group, which between 2000 and 2050 will increase to 24.4 percent of the total population, while the non-Hispanic white population will decline to 50.1 percent, and currently it is larger than the African American community. The author uses a standard definition of Latino, meaning people from 22 Latin American countries, and here Hispanic refers more comprehensively to peoples and cultures of Spain and Portugal, both using the Spanish language as their base. There are isolated Hispanics tied to the Spanish language; the fastest growing acculturated group are younger, more educated, bicultural, and bilingual; and the assimilated members of the English mainstream have been here for generations and are proud of their heritage. This book offers companies valuable lessons for strategically selling to Hispanics and also is an important resource for a broader range of library patrons seeking insight into the history and culture of this major group in our society. Mary Whaley
Copyright © American Library Association. All rights reserved
Review
Advance praise for Latino Boom!
“A must read for those looking to seriously understand the dynamics of the U.S. Hispanic market. Cartagena provides an excellent foundation for grasping the opportunities inherent in this important consumer segment.”
–Sonia Maria Green, director, diversity marketing and sales, General Motors
“Chiqui Cartagena serves as the ideal guide, peppering hard facts with personal anecdotes that truly bring the U.S. Hispanic market to life. Her unbiased, media-agnostic approach to the Latino Boom fully reflects the mosaic of Hispanic identities that make up this market. Bravo, Chiqui!”
–Peter E. Blacker, vice president, multicultural & international, AOL Media Networks
“A book that every marketer in the United States should read. Every multicultural ad agency should give this book as a gift to its clients, and have their own account and media executives in training read it.”
–Manuel E. Machado, CEO/co-chairman, Machado/Garcia-Serra-Publicidad; chairman, Association of Hispanic Advertising Agencies, 2004-05
“I have a very short list of must reads, and Latino Boom! is now the newest and best ‘bible’ on Hispanic marketing. I will gladly recommend the book to all senior management at MTV Networks!”
–Lucia Ballas-Traynor, senior vice president, General Manager, MTV Español & VHUno
“The U.S. Hispanic market has evolved over the last twenty years into the backbone of the mainstream market in the U.S.A. Understanding how the market has grown, its importance, the nuance, and how to effectively reach Hispanic consumers is the foundation for Chiqui Cartagena’s book. Bravo! for helping those interested in the Latino Boom.”
–Eugenio (Gene) Bryan, CEO, HispanicAd.com
“Cartagena has blended data and real-life experience in a very readable, enjoyable manner. The ‘10 mistakes to avoid’ are a great ‘cheat sheet’ and could serve as a quick executive presentation on how to start a Hispanic marketing campaign. What a great tool for organizing my strategy and developing my execution plan.”
–Ed Miller, director, Verizon Communications
See all Editorial Reviews
Cartagena, a marketing expert on the U.S. Hispanic population, offers an initial understanding of this group, which between 2000 and 2050 will increase to 24.4 percent of the total population, while the non-Hispanic white population will decline to 50.1 percent, and currently it is larger than the African American community. The author uses a standard definition of Latino, meaning people from 22 Latin American countries, and here Hispanic refers more comprehensively to peoples and cultures of Spain and Portugal, both using the Spanish language as their base. There are isolated Hispanics tied to the Spanish language; the fastest growing acculturated group are younger, more educated, bicultural, and bilingual; and the assimilated members of the English mainstream have been here for generations and are proud of their heritage. This book offers companies valuable lessons for strategically selling to Hispanics and also is an important resource for a broader range of library patrons seeking insight into the history and culture of this major group in our society. Mary Whaley
Copyright © American Library Association. All rights reserved
Review
Advance praise for Latino Boom!
“A must read for those looking to seriously understand the dynamics of the U.S. Hispanic market. Cartagena provides an excellent foundation for grasping the opportunities inherent in this important consumer segment.”
–Sonia Maria Green, director, diversity marketing and sales, General Motors
“Chiqui Cartagena serves as the ideal guide, peppering hard facts with personal anecdotes that truly bring the U.S. Hispanic market to life. Her unbiased, media-agnostic approach to the Latino Boom fully reflects the mosaic of Hispanic identities that make up this market. Bravo, Chiqui!”
–Peter E. Blacker, vice president, multicultural & international, AOL Media Networks
“A book that every marketer in the United States should read. Every multicultural ad agency should give this book as a gift to its clients, and have their own account and media executives in training read it.”
–Manuel E. Machado, CEO/co-chairman, Machado/Garcia-Serra-Publicidad; chairman, Association of Hispanic Advertising Agencies, 2004-05
“I have a very short list of must reads, and Latino Boom! is now the newest and best ‘bible’ on Hispanic marketing. I will gladly recommend the book to all senior management at MTV Networks!”
–Lucia Ballas-Traynor, senior vice president, General Manager, MTV Español & VHUno
“The U.S. Hispanic market has evolved over the last twenty years into the backbone of the mainstream market in the U.S.A. Understanding how the market has grown, its importance, the nuance, and how to effectively reach Hispanic consumers is the foundation for Chiqui Cartagena’s book. Bravo! for helping those interested in the Latino Boom.”
–Eugenio (Gene) Bryan, CEO, HispanicAd.com
“Cartagena has blended data and real-life experience in a very readable, enjoyable manner. The ‘10 mistakes to avoid’ are a great ‘cheat sheet’ and could serve as a quick executive presentation on how to start a Hispanic marketing campaign. What a great tool for organizing my strategy and developing my execution plan.”
–Ed Miller, director, Verizon Communications
See all Editorial Reviews
Product Details
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