by Chiqui Cartagena
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Product Description
“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 Cartagena
It’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.”
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Average Customer Review:
0 of 0 people found the following review helpful:
 Basic concepts, 2008-10-11
The book may be a reference for beginners in the field with no exposure to the community. If you have a minimum background, tou may want to check this work upfront, since4 it may be less specific than what you may be looking for. Having said that, it is not easy to write relevant works in the field, since readers from different industries may have very different expectations.
0 of 0 people found the following review helpful:
 Quick, easy read on how to do well in Hispanic Marketing, 2007-01-09
Latino Boom! is a must read for anyone seriously interested in marketing to the Hispanic population. Chiqui Cartagena has captured the essence of what it takes to reach America's fastest growing segment and does so in an easy to read, easy to apply manner. She's current and engaging. A good read for marketing professionals.
0 of 0 people found the following review helpful:
 Disappointed, 2007-01-04
As a Hispanic business person looking to hone in on my target market, this book was lousy. It gives little marketing advice and too much emphasis on demographics. If I was confused and disappoint, I can imagine how someone else trying to understand and enter this market must feel after reading this book.
0 of 1 people found the following review helpful:
Comprehensive and informative, 2006-05-04
This is a very comprehensive and informative book on the origins of the Latino market with a lot of data backing up the research. If you want statistics and history-if you want to know how to grow your business in the US Hispanic market, you might want to try another book on marketing.
0 of 1 people found the following review helpful:
 Serious About Business, Then This Is A Must Have, 2006-03-01
I hope that serious business people will have the insight and ability to forsee what the US will look like in the years to come. Those that don't or are to arrogant to do so will be left behind. This book is the Blueprint.
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