Many companies spend large sums of money luring Hispanic customers, only to end up losing them soon thereafter because of lack of attention and effort.

Buy This Book

If you are an advertising, marketing or strategic planning professional or a general manager in a business, non-profit organization or government agency, you will discover in this concise and easy-to-read book the essentials of marketing to Hispanics. You will acquire useful tools--and learn quick solutions and actionable steps--to help you better direct your resources so that you can be successful with this largely untapped market segment.

The content of this book also is indispensable for those of you who want to understand and successfully interact with your Hispanic business associates, patients or clients.

Not to be overlooked is the book’s value as a great resource for university professors, students and administrators.

How to Win the Hispanic Gold Rush™: Critical Cultural, Demographic, Marketing, and Motivational Factors By: Francisco J. Valle, Judy M. Mandel Pages: 102 Publisher: iUniverse, Inc. (October 8, 2003) Hardcover ISBN: 0595658369 Softcover ISBN: 0595287298

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The tendency is to develop holiday-centered campaigns for them...Hispanics require the same type of effective monthly advertising and marketing cycles used with general markets. Hispanics do not take a long siesta between holidays.