“It doesn’t matter whether you’re selling Pampers, blue jeans, cars, or credit cards, the Hispanic community is a market you must include in your business plans.” –Chiqui CartagenaIt’s the largest demographic group in America–and one with an ever-expanding buying power. Now media pioneer Chiqui Cartagena, an expert on the Hispanic market, has written an indispensable, fact-packed guide that will help anyone trying to successfully reach this crucial community. The median household income of a Hispanic family is already $4,000 higher than that of an African American family; the disposable income of the Hispanic population is expected to top $1 trillion by 2010; and the average Hispanic citizen is ten years younger than the general market. The business opportunities are endless, but only if you know whom to hire, what to sell, and where to target. Latino Boom! explains all that and much more, including • the best ways to approach the three different Latino groups (Isolated, Acculturated, and Assimilated) • the reasons why “other” Hispanics (those who aren’t Mexican, Puerto Rican, or Cuban) have become an increasingly important sub group • the increasing influence of consumer-savvy Hispanic teenagers, who play an important role in urban trendsetting • why Latino consumer behavior makes for a different market than that of the general market or other minority markets • why companies can succeed wildly or fail miserably in trying to reach this market • the key differences among America’s top ten cities with the largest Latino populations Any company will benefit from the authoritative advice in this easy-to-use guide. As Chiqui Cartagena says, “You can spend $20,000 on a consultant, or you can buy this book.”

Latino Boom!: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market

Business & Money

Cartagena, Chiqui

Marketing & Sales

Ballantine Books

“It doesn’t matter whether you’re selling Pampers, blue jeans, cars, or credit cards, the Hispanic community is a market you must include in your business plans.”–Chiqui CartagenaIt’s the largest demographic group in America–and one with an ever-expanding buying power. Now media pioneer Chiqui Cartagena, an expert on the Hispanic market, has written an indispensable, fact-packed guide that will help anyone trying to successfully reach this crucial community.The median household income of a Hispanic family is already $4,000 higher than that of an African American family; the disposable income of the Hispanic population is expected to top $1 trillion by 2010; and the average Hispanic citizen is ten years younger than the general market. The business opportunities are endless, but only if you know whom to hire, what to sell, and where to target. Latino Boom! explains all that and much more, including• the best ways to approach the three different Latino groups (Isolated, Acculturated, and Assimilated)• the reasons why “other” Hispanics (those who aren’t Mexican, Puerto Rican, or Cuban) have become an increasingly important sub group• the increasing influence of consumer-savvy Hispanic teenagers, who play an important role in urban trendsetting• why Latino consumer behavior makes for a different market than that of the general market or other minority markets• why companies can succeed wildly or fail miserably in trying to reach this market • the key differences among America’s top ten cities with the largest Latino populationsAny company will benefit from the authoritative advice in this easy-to-use guide. As Chiqui Cartagena says, “You can spend $20,000 on a consultant, or you can buy this book.”From the Hardcover edition.

Latino Boom: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market

Understanding the growing Latino community is one of the keys to success for every marketer, politician and corporation in the United States. And that is exactly what the Hispanic marketing book, Latino Boom II delivers - an in-depth view of the Latino effect on culture, politics and business. It is the perfect primer for anybody who needs to get smart about the Hispanic consumer, pronto! This Hispanic marketing book is concisely written and full of data about the growing Latino community. In fact, leaders in Hispanic marketing are calling Latino Boom II "the essential guide to marketing to Hispanics in the United States." Beyond the mind-boggling numbers, this book gives readers insights on how to approach the unique Latino consumer with important information on best-in-class organizational structures for marketing departments, Hispanic advertising best-practices -- including a roadmap to Total Market Strategy -- and invaluable information on the importance of Hispanic culture in America, Latino identity, language usage and how it affects media consumption. Latino Boom II helps marketers understand the impact the Hispanic community is already having in the United States and shows them how to capitalize on their Hispanic opportunity in order to get a fair share of Hispanic buying power which is expected to exceed $1.3 Trillion by 2014.

Latino Boom II: Catch the Biggest Demographic Wave Since the Baby Boom

Industries

Hybrid Global Publishing

See the best price to sell, buy, or rent books by Cartagena, Chiqui. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Cartagena, Chiqui

See the best price to sell, buy, or rent books by Cartagena, Chiqui. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Latino Boom!: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market

Latino Boom: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market

Latino Boom II: Catch the Biggest Demographic Wave Since the Baby Boom