Review: Book about Hispanic market is a must-have
By José Cancela, with Carlos Harrison
San Antonio Mayor Phil Hardberger recently
revealed that he is "done taking Mexico for granted"
as the city launched a Mexican marketing program
designed to increase spending in the Alamo City by
our neighbors to the South — who already spend $4
billion a year in Texas.
Nationwide, more than 14 percent of the U.S.
population is Hispanic. This figure doesn't include
an undocumented population estimated at 12 million
immigrants. These numbers correspond to an increase
in attention being paid to a Hispanic market that is
rapidly growing not only in sheer numbers, but in
wants, needs and disposable income. Like San
Antonio, businesses across the country are
scrambling to design marketing campaigns to reach
this increasingly important segment of society.
A good starting point for many may be "The Power
of Business En Español: Seven Fundamental Keys to
Unlocking the Potential of the Spanish-Language
Hispanic Market" by José Cancela (with Carlos
With more than 25 years dedicated to defining the
Spanish-speaking market, Cancela is considered an
expert in the field. He heads Hispanic USA Inc., a
full-service marketing firm with a client roster
that includes ING, ABC Radio en Español, ESPN
Deportes Radio, and U.S. Century Bank.
Cancela has put together a slim but powerful
volume that removes the guesswork in understanding
Spanish-dominant consumers by non-Spanish speakers.
It's loaded with advice on how to deal with the
language's many idiomatic expressions as well as
tips on how Spanish consumers think, feel and spend
The book is divided into seven short chapters
that reveal aspects of Latino culture, offering the
reader an understanding of unlocking the potential
of the rapidly growing Hispanic market. Chapters
such as "We (Hispanics) all use the same dictionary"
and "We have strong family values" give insight into
the traditions and value system of a culture that is
redefining America's business landscape.
Cancela's overriding theme is that as America's
population changes in appearance and language usage,
people who market products and services must change
with the times if they want to remain competitive.
They need to go the extra mile to understand the
Spanish-dominant consumer's customs, traditions and
"The Power of Business En Español" is a must-have
book for everything from mom-and-pop businesses to
corporations seeking to carve out a financial niche
in the Latino marketplace.