"...not all firms are ready to actually service the Latino customers they attract. It is critical to ensure that you are able to "walk the walk" before you begin to "talk the talk" Terry Soto's book provides a practical, systematic approach to preparing your company to target and serve Hispanic America and to setting realistic goals by which to measure your success."
- Carl J. Kravetz
Chairman/Chief Strategic Officer, cruz/kravetz:IDEAS
and Chairman, Association of Hispanic Advertising Agencies (AHAA)
"...her way of getting down to the brass tacks of internal assessment and program implementation elevates this work far above the typical marketing how-to."
- Rick Moss
President and Founder, RetailWire.com
"...This book is a must read across all levels of the organization."
- E. Martin Heldring
President and CEO, Harris Bank
"Terry Soto's work is penetrating and groundbreaking. Marketing to Hispanics builds on current business cases and research in this practical, comprehensive and seminal book."
- Kurt Motamedi, Ph.D., MBA, MSEE
Professor of Strategy and Leadership, Pepperdine University, GSBM
CEO and President, Executive Alliance, Inc.
"Terry Soto's book is a conscientious and strategic approach to evaluating and entering the greatest "foreign" market within our own borders."
Russell A. Bennett
Vice President, Latino Health Solutions, PacifiCare Health Systems
"... Her strategic perspective and her case studies take the understanding of the Hispanic market to a higher level of sophistication."
Felipe Korzenny, Ph.D.
Author of "Hispanic Marketing: A Cultural Perspective,"
Director of the Center for Hispanic Marketing Communication at Florida State University, and Cheskin Co-Founder
"In Marketing to Hispanics, Terry skillfully shares her in-depth market knowledge in context of the real business world in a no-nonsense, step-by-step approach. Terry's book is a must read for committed, seasoned executives and students alike."
M. Isabel Valdes, Principal / IVC, Isabel Valdes Consulting
Author of Marketing to American Latinos Part I & II: A Guide to In-Culture Approach
As a strategy consultant, I help companies lay the groundwork for and develop market entry strategies that accelerate and ensure success in the US Hispanic market. My process considers and applies frameworks that aid an understanding of the external environment in which companies compete for this marketplace and their organization's ability, readiness, and willingness to deliver. I personally work in partnership with our clients to ensure their Hispanic market strategies complement and optimize corporate efficiency, effectiveness and productivity so they can achieve profitable and sustainable Hispanic market growth.
