Librería Samer Atenea
Librería Aciertas (Toledo)
Kálamo Books
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Librería Elías (Asturias)
Donde los libros
Librería Kolima (Madrid)
Librería Proteo (Málaga)
Advising Fortune 500 companieson how to successfully expandand implement their strategiesin multicultural markets withappreciation and relevance, hasbeen the focus of Soto’s advisorywork for over twenty-five years.In The $3.5 Trillion Advantage -A Marketer’s Guide to GrowingRevenue in Today’s America, Sotoseeks to accomplish three importantgoals.1. Help companies understandthat today’s America’s has changeddramatically. Demographicshave shifted significantly andwill continue to shift. Throughastonishing demographics andeconomic data which places thebuying power of U.S. multiculturalmarkets at an astonishing $3.5Trillion, Soto helps marketers seethe logic in looking for growth inyoung and growing markets in theU.S. and in organizing to attain aposition of competitive advantagein the country’s multicultural market.2. Illustrate how current methodsof targeting multicultural marketsare not working to companies’ bestadvantage. Not surprisingly, they arealso not working to the advantageof the executives assigned tomanage multicultural work, or tothe advantage of agencies to whichthe work is assigned, and least ofall to the advantage of multiculturalconsumers who continue toexperience irrelevant and frictionfullcustomer purchase journeys 3. Propose that targetingmulticultural markets in the U.S. isdue for a significant overhaul andmind shift. Companies need to moveaway from sporadic and arbitrarytactical approaches and movebeyond simply advertising to fullboard strategy expansion planningcomplete with consumer relevantand integrated implementationacross the organization -- much likea regional or even an internationalmarket expansion.Soto illustrates and diagnoses thechallenges corporate stakeholderscontinue to face using archetypes- 'Deniers,' 'Dabblers' and'Committed,' and then shifts toa wealth of insights and winningmethods with examples and bestpractices from some of her mostsuccessful corporate clients.
