Overview

The United States Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the United States should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It's time for a modern approach, and Isaac Mizrahi, one of the country's leading voices in multicultural marketing, uses his experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed.

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Isaac Mizrahi is a world-class, award-winning CEO with unique experience ranging from working at the corporate side and as an ad agency leader and consultant for the most significant and more relevant brands in the United States. Born in Latin America, thought leader and industry champion, speaker at conferences and the press, and considered one of the country's most relevant voices for multicultural marketing and DE&I. Andrew Joseph Perez is an actor, singer, stuntman, and jack-of-all-trades based in Los Angeles. He can be heard narrating audiobooks on Audible, iTunes, and elsewhere. He's also voiced characters in Gundam SEED Destiny, Dragon Pilot, English dubs of Netflix shows like Luis Miguel and Unauthorized Living, and Taishi Ci in Dynasty Warriors 9. He's been seen on stage at Musical Theatre West, MainStreet Theatre, A Noise Within, South Coast Rep, American Stage (Florida), Tennessee Shakespeare Co, Next Act and Renaissance Theatreworks (Wisconsin), San Jose Stage, Music Circus, and others.

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