{"product_id":"how-to-win-the-hispanic-francisco-j-valle-9780595658367","title":"How to Win the Hispanic Gold Rushtm: Critical Cultural, Demographic, Marketing, and Motivational Factors","description":"We are currently at the beginning of a great business phenomenon: The Hispanic Gold RushTM of the 21st century. Organizations are certainly trying to do all the \"right things\" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many businesses experience only limited success and are not gaining the loyalty they expect from Hispanic consumers. \u003ci\u003eHow to Win The Hispanic Gold RushTM\u003c\/i\u003e explains the reasons why many organizations have had little success in marketing to Hispanics in the U.S. Practical tools are conveyed to help businesses better direct their resources so they may succeed in this challenging marketplace. Demographic data about the Hispanic population is presented, together with valuable information about cultural and motivational traits that are unique to Hispanics--and that determine their purchasing decisions. In addition, it describes four potential steps organizations can take to effectively increase their penetration of this important ethnic group.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Francisco J. Valle,Judy M. Mandel\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0595658369\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780595658367\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e iUniverse\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/08\/2003\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 116\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.81lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.60h x 6.12w x 0.54d","brand":"Francisco J. Valle","offers":[{"title":"Hardcover","offer_id":48241065623807,"sku":"9780595658367","price":22.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ce00251c-2c99-4cbd-b0f8-954ee1c77800.jpg?v=1772652566","url":"https:\/\/www.whiterainbookhouse.com\/products\/how-to-win-the-hispanic-francisco-j-valle-9780595658367","provider":"WR Book House","version":"1.0","type":"link"}