Latino boom II
Subtitle: catch the biggest demographic wave since the baby boom
By: by Chiqui Cartagena; forward by Randy Falco
Publisher: Worthy Shorts, Incorporated; Worthy Shorts
Published: 2013
Place of publication: New York
Language: eng
Number of pages: 274
ISBN-13: 9781937504519
Subjects: Hispanic Americans consumers; Consumer behavior; Target marketing
Description: This Hispanic marketing book is concisely written and full of data about the growing Latino community. In fact, leaders in Hispanic marketing are calling Latino Boom II "the essential guide to marketing to Hispanics in the United States." Beyond the mind-boggling numbers, this book gives readers insights on how to approach the unique Latino consumer with important information on best-in-class organizational structures for marketing departments, Hispanic advertising best-practices -- including a roadmap to Total Market Strategy -- and invaluable information on the importance of Hispanic culture in America, Latino identity, language usage and how it affects media consumption. Latino Boom II helps marketers understand the impact the Hispanic community is already having in the United States and shows them how to capitalize on their Hispanic opportunity in order to get a fair share of Hispanic buying power which is expected to exceed $1.3 Trillion by 2014.
Notes: Includes bibliographical references (page 261-272).

Chiqui Cartagena is vice president of Corporate Marketing for Univision Communications Inc., where she is responsible for developing and implementing corporate marketing strategies, positioning Univision's broad portfolio of brands and creating proprietary consumer research. Ms. Cartagena is a Hispanic media and marketing pioneer with 25 years of experience developing, launching, and leading some of America's most successful Spanish-language consumer magazines, including People en Espanol and TV Guide en Espanol. She has also developed many integrated marketing programs for leading consumer brands to successfully reach the Latino community. Her career also includes senior roles as a broadcast journalist, having previously worked in the news divisions of Univision and Telemundo.
Table of contents: title: The Latino effect; title: A brief history of Latinos in the United States; title: Portrait of Latino U.S.A.; title: How to capitalize on the Hispanic opportunity?; title: The top eight Hispanic markets; title: Hispanic identity; title: The changing media landscape; title: The Hispanic advertising industry; title: Your roadmap to success; title: The big picture; title: Resource guide.