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Hispanic Marketing Grows Up
Book

Hispanic Marketing Grows Up

Exploring Perceptions and Facing Realities

Juan Faura
Paramount Market Publishing, 2006

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Editorial Rating

7

Qualities

  • Scientific
  • Applicable
  • Background

Recommendation

Attorney, author and advertising executive Juan Faura spent 25 years studying the dynamics of U.S. Hispanic culture. His hands-on research included months of road trips to meet thousands of people, individually or in groups, in Latin communities from Boston to San Diego. He uses that experience to create composite portraits of U.S. Hispanics, and to contradict or sometimes support long-held marketing stereotypes about this $600-billion annual market. getAbstract recommends his warm, chatty advice to advertisers and marketers who want to reach this large, diverse and still expanding audience. Join his picaresque travels through the land of America’s Hispanic consumers to find out what they really want and how you can sell it to them.

Take-Aways

  • The Hispanic market in the U.S. represents $600 billion a year in spending power.
  • U.S. Hispanics come from at least three racial backgrounds and dozens of ethnicities.
  • Most U.S. Hispanics are bilingual; half use mostly English and half use mostly Spanish.

About the Author

Attorney John Faura, who began his career as a construction worker, owns an advertising agency, Cultura, which helps companies sell products in the U.S. Hispanic market. He wrote the bestseller The Whole Enchilada: Hispanic Marketing 101.

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