How to Win the Hispanic Gold Rushtm

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A detailed map leading to a virtual gold mine awaits U.S. businesses that want to achieve unlimited market growth. Just as the California Gold Rush days of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market, another great business phenomenon presents itself in The Hispanic Gold RushTM of the 21st century. The number of Hispanics in the U.S. grows by 2.5 persons every minute, increasing by 3,600 each and every day. Now the largest minority group in the country and in 23 states across the U.S., they will spring from being one out of eight residents to one out of five. Hispanic spending power also is increasing more rapidly than for any other ethnic group, and its middle class is the fasting growing in the nation. Many organizations have focused on this Hispanic potential. In spite of massive investments of effort and resources, they have experienced only limited success. How to Win the Hispanic Gold RushTM explains how to succeed. It's not business as usual, because Hispanics have unique cultural and motivational traits that determine their purchasing decisions. The book identifies these traits, describes how to gain their loyalty, and offers four steps organizations can take to access the gold mine that awaits them.