Father of “Latinization’ to Speak at Special Session for the Houston Chapter of the American Marketing Association

“Continental Airline’s Pete Garcia, better known as the father of “Latinization,” will share the challenges and success stories of targeting the Hispanic market in a special presentation by the Houston Chapter of the American Marketing Association (AMA) on November 14, 2006.

His presentation, titled “’Latinization’: How Continental Airlines Successfully Approaches the Hispanic Market,” will outline best practices for medium and large corporations marketing to Hispanics.

Garcia is a pioneer in the field of marketing to Hispanics with more than 30 years of experience in the airline industry. His skills helped Continental Airlines improve insights into the Hispanic market while turning them into actionable marketing initiatives. The effort includes everything from instituting a hot-meals-only policy on flights to and from Latin America to the development of a specialized sales force that works with travel agents targeting Hispanics.

WHAT:
“’Latinization:’” How Continental Airlines Successfully Approaches the Hispanic Market,” presented by AMA Houston

WHEN:
Tuesday, November 14, 2006

WHERE:
DeVry University, Galleria campus
2000 West Loop South
Houston, TX 77027

TIME:
8:00 – 8:45 a.m. – Registration and breakfast
8:45 – 10:30 a.m. – Presentation and Q&A

REGISTRATION:
Reservations can be made online at www.amahouston.org. Advance registration is $25 for AMA members, $45 for non-members and $18 for students. Registration at the event is $35 for AMA members and $55 for non-members. Walk-ins will not be assured seating.

You can register online with your credit card at www.regonline.com/111710. Please RSVP by noon, November 13th.
“

Stumble it! | |