LATINIZATION — By Cristina Benitez - Review

“First-time author Benitez, a U.S.-born ad vet and president of branding shop Lazos Latinos, set out to help Latinos and non-Latinos alike better understand the community’s contributions to the arts, politics, entertainment and business arenas stateside — a tall order for a book only 128 pages in length.

With a foreword by Henry Cisneros, former president-CEO of Univision, “Latinization” features insights from 20 Latino experts, many from the Chicago area, who run the gamut of occupations: academics, museum directors — even an Oklahoma-born chef specializing in Mexican food.

But despite a collective effort and Benitez’s 20 years in the industry, the book fails to give marketers real insight beyond the basics retrievable with the simplest internet search. The author neglects to elaborate on her tips, offering generalizations without consideration for corporate concerns such as viewer numbers and financial strategy. “*

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