India Business: Finding Opportunities in This Big Emerging Market

Business & Money

Aurna Chandra

Economics

Paramount Market Pub

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group. 
Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars. 
In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market. 
Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II

M. Isabel Valdes

Marketing & Sales

MARKETING TO AMERICAN LATINOS, PART 1 A Guide to the In-Culture Approach 
by Isabel Valdes 
Tap into $400 Billion in Latino Purchasing Power with In-Culture Marketing 
Named by American Demographics magazine as the "21st Century Star of Multicultural Research," author Isabel Valdes gives you the facts and figures you need to understand the size and power of the rapidly growing U.S. Hispanic market. She introduces you to the New Latina and Generation , and tells you how to market to them. Most important, she helps you understand the potential of an exploding market and the culturally sensitive issues you must respect if you plan to do business within this enormous Latin community. 
HIGHLIGHTS: 
Profile the "New" Hispanic Consumer: A Snapshot of the Year 2000 
In 1960 there were fewer than 7 million Hispanic Americans. The 2000 Census will count more than 8.7 million Hispanic households, home to more than 31 million Hispanic Americans. More than 50 charts and tables will help you comprehend the size and scope of this rapidly growing market segment. 
$400 Billion in Latino Purchasing Power 
Not all Latinos are from agricultural families living in poverty. In fact, 92 percent live in metropolitan areas, compared with 77 percent of white non-Hispanics. And 50 percent of all Latino households have household incomes of $28,300 or more. 
The In-Culture Approach to Advertising 
If you're designing a commercial for a Latino audience that requires the presence of a minor or a woman, can you show an Hispanic child playing alone, unsupervised in a non-family environment? Can you show a young adult Hispanic woman living by herself? Or a Latina drinking an alcoholic beverage alone? Yes to any of these questions could result in a commercial that backfires. 
A Few Words on Language 
A well-known airline tried to lure passengers with the phrase Sentado en cuero. The original message was intended to emphasize the comfort of sitting on leather seats, but the translation encouraged consumers to "sit naked." Find out how you can avoid this snafu. 
Case Studies of Successful Latino-Marketing Campaigns 
Detailed case studies-planning through execution to measured results-of campaigns for American Honda, JCPenney, La Opinin, EL POLLO LOCO, House Foods America, California Mercury Dealers Association, Paragon Cable San Antonio, and Tecate(r) beer. 
Sources for Latino Market Research and Marketing Program Implementation Find the experts who can help you get your Hispanic marketing program off the ground. 
Companion CD-ROM &amp; Online Support Site 
Included are approximately 50 charts and tables available as PDF files on a companion CD-ROM. You can put them to use in your next presentation. The CD-ROM also allows you to view key elements of Hispanic print and TV ads, hear examples of new variations of Latin music, and peek into the homes of Hispanic Americans. Plus, access to an interactive companion web-site for the latest in Latino market developments.

Marketing to American Latinos: A Guide to the In-Culture Approach

Valdes, M. Isabel

Valdés, Isabel

Every eight seconds during an average American business day someone starts another business. To survive, each of those businesses needs some kind of a competitive edge. That edge can take many forms, but the most sustainable long-term advantage comes from developing, maintaining, and promoting a unique selling proposition or USP. 
Written for the small-business marketer, this book explains major trends and how to determine their impact on your trading area, where to find the data you need to make good marketing decisions—often at little or no cost, and how you can use the internet to build your business. It offers dozens of suggestions for finding new customers and winning more of your existing customers’ future business. 
• Tips for marketing in an information age 
• Latest consumer trend information 
• How to find and keep customers 
• Pros and cons of internet marketing 
• How to evaluate your trading area 
• What you can learn from you customers 
• Marketing success within your reach

Marketing Insights to Help Your Business Grow

Peter Francese

Knowing why consumers buy what they do is the secret to predicting how they will behave in a shifting world. Yet, marketers often look only at actual consumer behavior, without finding out why the choices were made. 
Pamela Danziger, president of Unity Marketing, has been an astute researcher of the "whys" behind consumer behavior for more than 20 years. She began writing this book before September 11, 2001. After the terrorist attacks, she added to her research to help her understand how purchase behavior might have changed, the underlying causes, and what companies could do to win the hearts of their customers in a difficult and changing world. 
This insight-filled book is based upon surveys, interviews, and focus groups with hundreds of men and women of all ages who make discretionary purchases—who buy things they could probably do without. She explains that the roots of human behavior are remarkably stable throughout one’s life, and these are the best predictor s of how changes in the external environment will affect consumer behavior. Ms. Danziger’s book profiles customers for dozens of categories, of discretionary spending, explores 14 different "justifiers" that people use to rationalize when they buy things they could do without, and provides myriad examples from excellent marketers who have used their knowledge of underlying motivators to help consumers justify their purchases and become satisfied customers. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers are sure to benefit from this analysis of why people buy.

Why People Buy Things They Don't Need

Pamela Danziger

Millennials Go To College

Strauss, William

Howe, Neil

Education & Reference

You think you have it bad at work! Read these real stories of people who have had bosses unleash their tempers on them for no reason. They have been asked to do things that are illegal and have had to keep silent while someone else takes credit for their work. These are stories you hear around the water cooler and in the bar about terrible bosses who make your life miserable. This little book not only dishes the dirt, but also helps you chart a path that will make it easier to keep your integrity intact while you withstand the onslaught of incompetence. A Knight’s Code of Business might sound dry, but it's a fun and insightful read with delightful illustrations. It will help you foil the attempts of the evil bosses among us who serve to satisfy their intense self-interest to the detriment of you, the employee.

A Knight's Code of Business: How to Achieve Character and Competence in the Corporate World

Gene Del Vecchio

Fong, Roderick

New revised edition! 
In just six years, 30 percent of the U.S. population will be over age 50. Even today the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's frontrunners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. They have never been shy about applauding brands when products meet their astute expectations. This essential marketing guide presents stimulating chapters that will teach you: 
-- Critical "bipolar metavalues" that influence Boomer buying decisions -- How to select the right advertising media to achieve your marketing goals -- The emergence of LOHAS: a new lifestyle segment that's changing everything -- How to create advertising that transforms your brand into a Boomer favorite -- How to plan and organize "bandwagon" Boomer events and promotions -- The exceptional opportunities for reaching Boomers through the internet 
After reading this book, you will be prepared to benefit from the most lucrative marketing opportunity of the century.

Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions

Brent Green

Management & Leadership

As the first Baby Boomers turn 60, there is renewed attention to them as a group. Since they were born, Boomers hae been analyzed, dissected, and targeted by marketers and advertisers. Now, astute marketers wonder what the next phase of their lives will hold.The Boomer Heartbeat is an annual in-depth study of this enormous and diverse market. This report provides the benchmarks you need to examine the Baby Boom Generation as its members move through their final working years and beyond.The Heartbeat study explores their outlooks, values, and psyches as well as changing household composition, finances, health, travel and consumption patterns.If you need to keep up with this enormous and diverse market, you'll need this annual in-depth report on the evolution of the Baby Boomers.

The Boomer Heartbeat: Capturing the Heartbeat of Baby Boomers Now and in the Future

Unknown, Author

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