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Hispanic Marketing & Public Relations Book to Benefit HMCA

Posted by Elena del Valle on September 13, 2005

Editors: Email review copy requests to

Miami, FL – The Hispanic Marketing & Communication Association, HMCA, announced today that a new book Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) for marketing professionals and students will benefit HMCA. The book, which provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, will be available to the public in September. Information on the book, including a list of authors and pre-publication sign up instructions, is available at .

Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations. Authors include a veritable who_s who of U.S. Hispanic marketing. Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.

“It’s really exciting to see experts from across the country collaborate to provide this information which is invaluable for practitioners and students alike, ” says editor Elena del Valle. “The book provides access that would cost readers hundreds if not thousands of dollars in research and consulting fees for a very affordable price while benefiting a nonprofit association dedicated to promoting Hispanic marketing excellence.”

The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website