Hispanic buying power is increasing faster than any other segment of the population. Hispanic consumer spending reached $930 billion in 2008 and personal consumption spending by Latinos will grow at an annual rate of 9.1% from 2002 to 2020—far exceeding the national growth rate of 6.0%! With those staggering statistics, it doesn't matter whether you are selling diapers, blue jeans, cars, or credit cards, the Hispanic community is a market you must include in your business plans! In this straight-talking, data-packed guide, Chiqui Cartagena—one of today's leading experts on marketing to the U.S. Hispanic population—gives you all you need to know to successfully reach this market. Includes easy-to-read charts and graphs throughout.

• Essential information about each of the top ten Hispanic markets in the U.S.
• The difference is between the four main groups: Mexican's, Puerto Rican's, Cuban's and "others," and how to successfully target Latino's by understanding the unique unifiers and differentiators among acculturated, unacculturated and assimilated Hispanics
• How understanding levels of acculturation and language usage will make your campaign more effective
• The ten big mistakes to avoid

Chiqui Cartagena is a Hispanic media pioneer with over 20 years of experience developing, launching, and leading some of America's most successful Spanish-language consumer magazines, including People en Español, and marketing programs like Club Música Latina for Columbia House.

  Ms. Cartagena is recognized as a thought leader in the media, marketing and business worlds for her ground-breaking work in the Hispanic market. She is regarded as a strategic thinker with deep Hispanic consumer insights and currently works with a wide variety of clients including Unilever, McDonald's, PepsiCo, Kellogg's, Kraft, Kmart/Sears, MetLife and others.

In April of 2007, the Direct Marketing Association named Chiqui the Hispanic Direct Marketing Professional of the Year in recognition of her many contributions in the Hispanic Market.