HOW TO WIN THE HISPANIC GOLD RUSH™: Critical Cultural, Demographic, Marketing, and Motivational Factors

About the Book

The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold Rush™ of the 21st century.

Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and 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 organizations have experienced only limited success.

How to Win The Hispanic Gold Rush™ explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market.

About the Author

Francisco J. Valle has advised corporations, non-profit organizations, government agencies, and educational institutions in Hispanic marketing and management. He has keynoted conferences and has published articles on these topics. Mr. Valle has created for clients award-winning Hispanic marketing campaigns and has been interviewed by Bloomberg and several major radio talk shows. Mr. Valle holds an M.B.A. from CSUF and a B.S. in Chemistry from the Universidad Nacional Autónoma de México. He completed Harvard Business School?s Corporate Governance Program: Leadership in the Boardroom, and the Director Training & Certification Program at UCLA. Mr. Valle lives with his wife and two children in California.

Ms. Judy M. Mandel?s education includes a Masters in Communications, with coursework in intercultural communication, and a B.A. in Journalism and Mass Communications. For the last 25 years, Ms. Mandel and her husband have worked in California with Hispanic high school and college students to help them develop their educational and personal potentials.