Review of Marketing to American Latinos: A Guide to the In-Culture Approach, Part II (Hardcover)

When I took my first trip to California in the 1960's, I saw fast food outlets selling a strange cuisine that I had never seen on the east coast - tacos.I hadn't a clue what this was..never even heard the word.Much has changed since then.
Latinos are a major new presence and force in the United States, whose influence on our commerce and politics will only continue to grow.For those who have more than casual interest in this phenomenon, perhaps for purposes of business or for politics, Isabel Valdes has produced a most timely and useful guide.Ms Valdes, with professional precision, takes apart this demographic and cultural Rubik's Cube, lays the pieces out before the reader, and then, taking the reader by the hand, methodically and meaningfully puts it all back together.Weaving together a tapestry of various countries of origin, age distribution, language preference, time in the US, etc, the author helps us sort through the reality behind the headlines and develops systematic approaches to formulate an effective and targeted business strategy.Data is targeted, timely, well presented, and well analyzed.Yet, the human dynamic behind the data is not lost.Highly recommended.



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Review of Marketing Insights to Help Your Business Grow (Hardcover)

What a great help MARKETING INSIGHTS TO HELP YOUR BUSINESS GROW has been to me!As a freelance writer (with only minimal "hard business" experience), I have begun helping my daughter create a variety of marketing materials to promote her new venture as a licensed massage therapist.Thanks to Peter Francese's easy-to-grasp mini-articles, the realm of marketing has been demystified.I particularly appreciated learning how to let demographics shape a marketing plan, how to focus on ways of uniquely meeting the needs of specific target customers, and how to avoid spending excessive time, money, and energy on creating a website and email copy to reach potential clients.

Mr. Francese's touches of humor in the book are delightful.To remind start-up business people that they need only to be a step or two ahead of their competitors, he says, "When two of us are being chased by a bear, I don't have to run faster than the bear.I just need to be in front of you by a second or two."So with a smile and a great deal more confidence and at least vicarious knowledge than I had before reading his book, I am ready to draft a brochure and introductory letters to potential clients.

I should add that the hardcover book is small and light enough to tuck into a briefcase or purse, the font size and space between lines are easy on the eyes, and the subtitles throughout are truly helpful.Straight-forward graphics and references to other relevant books and websites are also valuable.Finally, there's no need to worry about business jargon in this book; it is non-existent, in favor of strong examples and clearly-presented "marketing insights to help your business grow." It's a great little book!



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