Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities

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Paramount Market Publishing, Jan 1, 2006 - Business & Economics - 131 pages
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Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.-Explains when and when not to use Spanglish in advertising.-Identifies 10 future trends that will affect the Hispanic consumer market.Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
 

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Contents

Chapter One Hispanic Marketing and Occams Razor
1
Chapter Two Trust Me Im Hispanic
7
Chapter Four The Language Issue
27
Chapter Five Who Cares Why They Come?
48
Chapter Six Being Human before Being Hispanic
56
Chapter Seven Grassroots Events Community Outreach
67
Chapter Nine What About Mariana?
119
Chapter Ten A Final Word
129
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About the author (2006)

Juan Faura is the president of Cultura, a Hispanic marketing agency based in Dallas and the former Director of Global Strategy at Cheskin Research. He has over 13 years of marketing experience, has served as a consultant on the US Hispanic market to Fortune 100 companies and is a recognized expert on the US Hispanic youth culture. He has published numerous articles on marketing to US Hispanics and has been a featured speaker at numerous conferences on marketing to Hispanics. He was also a mechanic, a paint and body man, a construction worker and a delivery driver for a bakery.

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