The US Hispanic Market - How to Win The Hispanic Gold Rush by Francisco J. Valle and Judy M. Mandel - 2005 Edition - Softcover.
Selected by Forbes Magazine's Book Club
Hispanic Marketing, includes identifying unmet needs from Hispanic consumers; producing products and services to meet those needs: pricing, distributing, and promoting those products and services to make a profit. It also means to make a communication to Hispanic consumers about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service.
If you are an advertising, marketing or strategic planning professional or a general manager in a business, non-profit organization or government agency, you will discover in this concise and easy-to-read book the essentials of marketing to Hispanics. You will acquire useful tools--and learn quick solutions and actionable steps--to help you better direct your resources so that you can be successful with this largely untapped market segment.
The content of this Hispanic Marketing book is indispensable for those of you who want to understand and successfully interact with your Hispanic business associates, patients or clients.
Not to be overlooked is the book's value as a great resource for Hispanic Marketing courses to university professors, students and administrators.
Francisco J. Valle
Francisco J. Valle is the President of Valle Consulting - Hispanic Gold Rush. He provides consulting services in advertising, marketing, and strategic Hispanic market penetration to for-profit companies, non-profit organizations, and government agencies. Recognized as an expert in this field, Mr. Valle has keynoted numerous presentations and seminars and has published articles related to Hispanic marketing, communication and management. Mr. Valle served in the national Cable & Telecommunications Association Multicultural Marketing Committee.
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