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ISBN: 0452279429Издательство: Plume Books
Lionel Sosa's extraordinary achievements in advertising have made his San Antonio-based firm the leading consultant to Anglo corporations looking to break into the Latino market. Now he turns the tables, showing Hispanics how to market themselves to a wider American business culture. Sosa draws on his own experiences as well as those of successful Latino businesspeople, entertainers, politicians, and sports stars to illustrate the obstacles that Latinos must overcome and the power of their heritage. By showing in complete detail how all Latinos can compete and win in American society, El Sueno Americano stands alone in the marketplace and will quickly become the bible for a new generation of entrepreneurs.