The real competition for Hispanic market share takes place at the local level. Regardless of the nature of your business--retail, convenience stores, banks, supermarkets--if you want to be a successful and profitable player in the lucrative Hispanic marketplace, you need to understand the dynamics of the community at the local level. In this ground-breaking book, retail expert, Jim Perkins, offers scores of insights into the mindset and shopping behavior of Hispanic consumers. 
Discover why a sleek mo dern store may turn off Hispanic consumers. Learn the importance of diversifying the workforce in your retail store. Listen in on neighborhood conversations around the simple pleasures of ice cream. Learn about cultural nostalgia, and when and when not to rely on Spanish as an advertising language.

Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers

Jim Perkins

Business & Money

Paramount Market Publishing, Inc.

A Clear Eye for Branding uses a conversational mode to help you understand how customers bring their own meaning to your brand and how the brand must constantly meet the customers' expectations in order to stay in its prime. You will see branding in new, clear ways with a renewed energy to put everyone in your organization from top to bottom, on the same path to supporting the brand.

A Clear Eye for Branding: Straight Talk on Today's Most Powerful Business Concept

Tom Asacker

Management & Leadership

At last––in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers. What's Black About It?presents historical, psychological and cultural influences that delve far deeper into the Black experience than the demographics which are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers. Numerous sidebars give examples of successful marketing campaigns that speak directly to African-Americans, a market representing more than $700 billion in purchasing power. You will learn why race is important in marketing, how African-Americans view their place in the U.S., and why all-Black casts in advertisements appeal to both Blacks and whites. Learn more about the influence of Blacks in the U.S. market and the importance of getting your product adopted by Black trendsetters. Other ethnic marketing books may include a general chapter or two about Blacks. What's Black About It?, written by two veteran researchers focuses on African-American consumers and engages you with frank talk, pop-culture sidebars, and case studies. Included is an extensive listing of experts, advertising agencies, pr companies, and media that specialize in the African-American market as well as a listing of important websites for African-Americans.

What's Black About It? Insights to Increase Your Share of a Changing African-American Market

Pepper Miller

Herb Kemp

Marketing & Sales

Peaceful Journey examines the spiritual issues facing terminally ill patients and their families. Each chapter introduces the reader to a person with a spiritual issue that needs immediate attention. 
The book opens with the story of an 85-year-old African-American woman who wonders if God hears her prayers. Other chapters explore loneliness, isolation, the dignity and value of every human being, honesty and openness, patience and persistence, why pain and suffering exist, the actual death and the soul's journey, and the importance of dreams, visions, and other end-of-life phenomena.

Peaceful Journey: A Hospice Chaplain's Guide to End-of-Life

Matthew P. Binkewicz

Religion & Spirituality

The business and marketing industries already "get it" when it comes to targeting the 50-plus demographic. Unfortunately, the advertising industry lags behind. Chuck Nyren tells you why in Advertising to Baby Boomers. Unlike most books about advertising, this one is written for "the client." Anyone with a product or service for Baby Boomers, from general consumer goods to high-tech electronics to planned communities to health care will find Advertising to Baby Boomers an invaluable tool. "Some simple demands, a bit of vigilance, and you could change things around and get much more than you are paying for," Nyren says. Do you really need an advertising agency? What questions should you ask when interviewing or being "pitched" by an agency? How do you help develop a campaign with your agency? When should you trust your advertising agency, and when should you question its judgments? When do you leave them alone? How do you critique a campaign. These are some of the questions answered in Advertising to Baby Boomers. In addition, the author gives advice and guidance to the small- business person on how to fashion a custom-made campaign.

Advertising to Baby Boomers

Chuck Nyren

Today's moms are not the ones you thought you knew! Did you know that 32 percent of Gen-X moms have tattoos? This is just one of the fun and useful facts you'll find in this new book from the authors of The Great Tween Buying Machine. 
From their tattoos to their heavy reliance on the web for information, to their active partnering with their kids, moms today have changed. They aren't the moms you thought you knew. You'll learn how the new relationship between moms and kids affects purchase decisions and how to capture this new market. The days of manufacturing a good kid-focused product and putting some TV advertising behind are growing shorter, but after reading this book, you'll know how to handle this new environment. 
Full of illustrations and facts to help you develop new products for the Super Consumer. You will learn: 
-- The definition of the Four-Eyed, Four-Legged Consumer (4i4l). 
-- How and why parenting has changed. 
-- The life stages of the Super Consumer. 
-- The motivations of kids and moms as consumers. 
-- How the super consumer makes purchase decisions. 
-- The size of the 4i4l market. 
-- How the kid part of the 4i4l consumer thinks. 
-- How to gather insights about the super consumer. 
-- Media use by the super consumer, both kids and moms. 
-- How to create effective advertising and products for the super consumer.

Marketing to the New Super Consumer: Mom & Kid

David Siegel

Timothy Coffey

Gregory Livingston

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

Juan Faura

By 2010, 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 front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you: -- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers. -- Select the right advertising media to achieve your marketing goals -- LOHAS: a new lifestyle segment that's changing everything -- How to plan and organize "bandwagon" Boomer events and promotions -- Exceptional opportunities for reaching Boomers through the Internet.

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

Brent Green

150 charts and tables documenting every aspect of adult Americans by their religious traditions and ethnicity, including age, income, gender, marital status,etc.

Religion in a Free Market Religious and Non-Religious Americans Who, What, Why, Where

Barry A. Kosmin, Ariela Keysar

Too often a marketing communications campaign begins with the clients need for a new logo, brochure, or website. Jim Armstrong suggests that such campaigns should really begin with unearthing, capturing, and communicating the "cause" of a business, the "why" it exists versus simply what it does.This book is based on a 10-question process that helps businesses find their authentic, truthful voice which can then be translated into a strong marketing communications concept that is carried throughout their communications with customers, employees, shareholders, and all constituents.Beyond the Mission Statement lays out the steps and provides many actual examples of the way various types of businesses and non-profit organizations have used this process to rejuvenate their marketing communications and make them more relevant, meaningful, and true. Four detailed case studies include examples of the advertisements, annual report covers, banner ads, and other marketing materials that were generated using the Mission In A Message that he advocates.

Beyond the Mission Statement Why Cause-Based Communications Lead to True Success

Jim Armstrong

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