Power of Business, en Espanol: 7 Fundamental Keys to Unlocking the Potential of the Spanish-Language Hispanic Market »

José Cancela has direct in-market experience in the top fifty Hispanic markets, and throughout his twenty-five-plus-year Hispanic media career has worked with companies like P&G, Toyota, Verizon, Kellogg's, Pepsi, and countless other major U.S. advertisers in their outreach to the Hispanic community. Today he heads Hispanic USA Inc., a full-service Hispanic marketing consulting firm whose client roster includes ING, Group 1 Auto, ABC Radio en Español, ESPN Deportes Radio, and U. S. Century Bank. He lives in Miami, Florida.

In The Power of Business en Español, Cancela, one of the most well-respected business experts in the Spanish-speaking world, provides readers with a guide to the exciting--yet often confusing--Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, The Power of Business en Español 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, this handbook gives you the tools to build your business and reach out to this rapidly expanding market. Giving readers simple keys to understanding the people, the culture, and the language that unites this growing segment of the population, The Power of Business en Español is a road map for anyone who wants to prepare their business for the language hurdles of the twenty-first century or simply wants to learn more about their new neighbors.

Stephen Turner - Library Journal

Cancela (Hispanic USA, Inc.), now a marketing consultant, is authoring his first book after a 25-year career in Hispanic media. He provides a compelling argument that Hispanics are the source of many business opportunities in years to come. For example, in 1992 Hispanic businesses represented a $77 billion market. In 2007, it is projected to be $300 billion-and growing. Cancela's book is aimed at non-Hispanics and makes the assumption that they have no idea that this is a market worth studying. He offers ample statistical evidence to demonstrate that the opportunity is real. The author walks us through factors such as geographic dispersion, love of country, voting patterns, family values, language, culture, and buying power. He also provides information on the nuances of dialects; on this subject, although he is easy to understand, one comes away sensing that marketing to Hispanic populations is complex enough to make working with a specialist advisable. The book is a good overview not only regarding marketing opportunities but also for the insights it affords demographers and sociologists observing significant shifts in our society. Therefore, it would be a good choice for business school libraries and larger general circulation libraries.