April 15, 2007
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 billionand 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.Stephen Turner, Turner & Assocs., San Francisco
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