The Power of Business en Español: New Book by José Cancela

“The Hispanic population currently represents 14 percent of the total U.S. population and is expected to increase another 29 percent by 2015. While population growth is strong, growth in Hispanic wealth is even more phenomenal. In terms of spending power, 2007 will mark the first year that Hispanics control more disposable income than any other U.S. minority group, according to the Selig Center for Economic Growth. In brief, anyone who wants to do business in the United States needs to know how to reach this increasingly important segment of the population. And, that’s exactly what José Cancela does in THE POWER OF BUSINESS EN ESPAí‘OL.

One of the most well-respected business experts in the Spanish-speaking world, Cancela provides readers with a guide to the exciting-yet somewhat confusing, Spanish-language market. From how to deal with Spanish’s many accents, to learning where this Spanish-dominant consumer really lives and spends money, THE POWER OF BUSINESS EN ESPAí‘OL is a book that will demystify Spanish-dominant consumers for non-Spanish speakers.

Broken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic, THE POWER OF BUSINESS EN ESPAí‘OL is a concise handbook that gives you all the tools to best build your business and reach out to this ever-important market. Giving readers simple keys to understanding the people, the market, and the culture that unites this growing segment of the population, ultimately, THE POWER OF BUSINESS EN ESPAí‘OL is a roadmap for anyone who wants to prepare their business for the language hurdles of the 21st century. Or simply wants to learn more about their new neighbors.

ABOUT THE AUTHOR
The founder of Hispanic USA Inc, a Hispanic market consulting firm, José Cancela has direct in-market experience of the top 50 Hispanic Markets, and has worked with companies like P&G, Toyota, Verizon, Kellogg, Pepsi and countless other major U.S. advertisers in their outreach to the Hispanic community. He lives in Miami, FL.

Title: THE POWER OF BUSINESS EN ESPAí‘OL
Author: José Cancela
Rayo, an imprint of HarperCollins Publishers
ISBN: 0061234990; Hardcover; 96 pages; $19.95
March 2007 “

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