CHICAGO (October 7, 2005) — The San Jose Group hosted the launch of “Hispanic Marketing: A Cultural Perspective,” a new book by Felipe and Betty Ann Korsenny, professors and directors of the Center for the Study of Hispanic Marketing Communication at Florida State University. The reception took place Thursday, October 6th, at The San Jose Group offices located in the Chicago Loop. Various industry professionals, Hispanic and General Market media were in attendance.
Hispanic Marketing is not a book about repeating well-known statistics, but about the Hispanic market as a cultural target. “The US Hispanic market has reached an important stage of maturity. What marketers need the most now is an edge over competitors,” said Dr. Felipe Korzenny. “In this book, Betty Ann and I highlight the cultural issues that will allow marketers to more fundamentally connect with Hispanic consumers at the cultural level. This is a book about establishing a cultural connection with Hispanics to beat the competition,” Korzenny added.
The San Jose Group is featured in the book with four case studies showcasing best practices in Hispanic communications for work the agency performed for the National Pork Board, Ameritech and ATA Airlines.