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Briefs
July 18, 2005
Tomes Tackle Marketing, PR
S eptember promises to be a reader's delight, particularly if you're a marketer. Chiqui Cartagena, who recently joined Meredith Corp. as managing director of multicultural communications for the Integrated Marketing Group, will be out with Latino Boom! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market (Ballantine Books, $24.95). The primer is a guide for business owners about the Hispanic market. Reading it "is like getting $20,000 worth of free consulting," she says.
Due also is the 400-page Hispanic Marketing & Public Relations (Poyeen Publishing, paperback, $49.95; hispanicmpr.com), which is chock-full of figures and graphics. Book editor and contributor Elena del Valle is among 19 expert authors tackling everything from electronic publicity to Hispanic media training. Coming in September is Truth and Consequences: A Harsh Look at the Hispanic Market (Paramount Market Publishers), by Cultura ad shop CEO Juan Faura. The books' releases coincide with Hispanic Heritage month, which begins Sept. 15.
Getting a Piece Of the Naranja
There's an untapped market for upscale, upwardly mobile Latinas, says Elizabeth Mateo, founder of Casa Naranja (a.k.a. House of Orange), a New York-based event marketing and promotions company. The group threw its first networking "party" June 23 in Manhattan's Washington Heights neighborhood, with sponsorship from Finlandia Vodka and new Mexican beer Potro. Cingular Wireless will sponsor the group's next event on Aug. 4.
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