Hispanics are warm people. Most prefer a hug to a handshake, but they also want that "hug" to be respectful and honest, not just a ploy to gain their business. Using his many years in research and advertising, as well as his experiences being raised in a Hispanic family, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view. 
The Whole Enchilada is a practical guide to selling to Hispanics in the U.S. Take a look at the top 30 Latino markets and find out which advertising vehicles, organizations, and resources are available in each one to assist you in developing and executing a marketing strategy. Scores of easy-to-apply tips will help you make your business Hispanic friendly. 
In The Whole Enchilada, you will find: 
• Eight Laws of the Hispanic Universe 
• Five phrases that will immediately engender a connection with any Latino consumer 
• Twelve commonly assumed characteristics of Hispanic culture, and what you need to know about how the culture is changing 
• Profiles of Eight individuals who represent the many faces of U.S. Hispanics 
• Which media are best suited to your objectives 
• Where to find help when you need it 
Especially written for the small business that is trying to adapt to a changing environment, The Whole Enchilada also contains wisdom for major corporations who are willing to recognize that Hispanics are an important part of the diverse U.S. customer base.

The Whole Enchilada: Hispanic Marketing 101

Juan Faura

Business & Money

Paramount Market Publishing

Juan Faura, the author of PMP's bestselling, The Whole Enchilada: Hispanic Marketing 101, challenges Hispanic-focused marketing and advertising agencies to move to the next level of professionalism. 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 says that Hispanic marketers have been held back by focusing on their "Hispanicness" rather than focusing on Hispanics as human beings and using their skills to appeal to the human side of the customer. Tackling subjects from media use to acculturation, Faura shares insight into Hispanic culture that he gained while doing one-to-one interviews with hundreds of Hispanics in many states, including some not thought of as having significant Hispanic populations, and from many different walks of life. Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.

Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities

Marketing & Sales

Paramount Market Publishing, Inc.

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

Books by Juan Faura

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

The Whole Enchilada: Hispanic Marketing 101

Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities