How to Win the Hispanic Gold Rush: Critical Cultural, Demographic, Marketing, and Motivational Factors - Couverture rigide

Valle, Francisco J; Mandel, Judy M

Couverture rigide

ISBN 10 : 0595658369 ISBN 13 : 9780595658367

Editeur : iUniverse, 2003

Synopsis

We are currently at the beginning of a great business phenomenon: The Hispanic Gold RushTM of the 21st century. Organizations are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many businesses experience only limited success and are not gaining the loyalty they expect from Hispanic consumers.

How to Win The Hispanic Gold RushTM explains the reasons why many organizations have had little success in marketing to Hispanics in the U.S.

Practical tools are conveyed to help businesses better direct their resources so they may succeed in this challenging marketplace.

Demographic data about the Hispanic population is presented, together with valuable information about cultural and motivational traits that are unique to Hispanics--and that determine their purchasing decisions. In addition, it describes four potential steps organizations can take to effectively increase their penetration of this important ethnic group.

A propos du livre

Présentation de l'éditeur

The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold Rush? of the 21st century. Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations have experienced only limited success.How to Win The Hispanic Gold Rush? explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market.To learn more about this book please, visit: www.HispanicGoldRush.com

Biographie de l'auteur

Francisco J. Valle has advised corporations, non-profit organizations, government agencies, and educational institutions in Hispanic marketing and management. He has keynoted conferences and has published articles on these topics. Mr. Valle has created for clients award-winning Hispanic marketing campaigns and has been interviewed by Bloomberg and several major radio talk shows. Mr. Valle holds an M.B.A. from CSUF and a B.S. in Chemistry from the Universidad Nacional Autónoma de México. He completed Harvard Business School?s Corporate Governance Program: Leadership in the Boardroom, and the Director Training & Certification Program at UCLA. Mr. Valle lives with his wife and two children in California.Ms. Judy M. Mandel?s education includes a Masters in Communications, with coursework in intercultural communication, and a B.A. in Journalism and Mass Communications. For the last 25 years, Ms. Mandel and her husband have worked in California with Hispanic high school and college students to help them develop their educational and personal potentials.

Détails de l'édition

• Éditeur: iUniverse
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0595658369
• ISBN 13: 9780595658367
• Reliure: Relié
• Nombre de pages: 116
• Coordonnées du fabricant: non disponible
• Personne responsable: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne