The San Jose Group Hosts Reception Launching the Latest Hispanic Marketing Book

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.

“In the world of advertising you always hear about who is the best agency, who has the biggest account, and who has won the most awards; but what about the people that get us the information and the intelligence that affords us to make the right decisions,” declared George L. San Jose, President & COO of The San Jose Group. “When we were given the opportunity to host a reception for Felipe and Betty Ann we were thrilled and honored.”

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.

About The San Jose Group
Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Spanish-speaking Americas. Headquartered in Chicago, the Group’s expertise, services and resources transcend domestic and international markets. More information about The San Jose Group can be found at