Essay 161

A catalogue from Paramount Market Publishing (paramountbooks.com) presents a cornucopia of books offering the keys to success for communicating to nearly every consumer segment imaginable. From kids to boomers, PMP covers it all. The Hispanic selections are particularly intriguing.

>The Whole Enchilada: Hispanic Marketing 101 by Juan Faura hypes, “Scores of easy-to-apply tips will help you make your business Hispanic-friendly.” But wait, there’s more. “Eight Laws of the Hispanic Universe…Five phrases that connect with any Latino consumer…Profiles of Eight individuals who represent the many faces of U.S. Hispanics.” Seems like a convenient roadmap to pigeonholing.

>Marketing to American Latinos: A Guide to the In-Culture Approach by M. Isabel Valdés is comprised of two volumes “by the marketer that American Demographics called the ‘21st Century Star of Multicultural Research.’” While not really explaining the “in-culture approach,” the entry lists introductions to “the New Latina and Generation Ñ.” Plus, readers will discover the “seven Hispanic age segments.” The two books can be yours for just $69.90 — what a bargain!

>Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers by Jim Perkins hawks, “if you want to be successful in the lucrative Hispanic marketplace, you need to understand the dynamics of the community at the local level.” You think?

Why are these types of books always written by research people? It would be interesting to learn if folks at Hispanic advertising agencies — especially the creative staffers — would wholeheartedly endorse the allegedly insightful, instructional guidebooks. Do the authors inspire concepts…or formulas? And where are the books by creative leaders?

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