'Latinization' of the U.S. Transforming Business, Culture and Life Itself

New book illustrates how marketers, employers and others are learning to embrace the changes and capitalize on Latinos' growing influence

CHICAGO, July 17 /PRNewswire/ -- Most marketers, civic leaders,
academics and others who track the changing face of the United States are
well aware that at 44 million-plus, the Hispanic population is the largest
ethnic group in the U.S. and the fastest growing. A new book,"Latinization: How Latino Culture is Transforming the U.S.," (Paramount Market Publishing; $24.95; ISBN 978-0-9786602-5-3; 125 pages, hardcover) provides valuable insights into this mounting phenomenon. Latino purchasing power is estimated to reach $1.2 trillion in 2011, according to the Selig Center for Economic Growth.

Author Cristina Benitez (http://www.lazoslatinos.com/mediaroom/cristina_benitez_bio.pdf) defines Latinization as a movement, a force that represents a series of Latino values and trends that are shaping contemporary American culture. It's a combination of factors from the 22 Spanish-speaking countries that are homelands to the Hispanic population of the U.S. These influences are as wide-ranging as Argentinean tango, dulce de leche desserts and the fast-growing popularity of Mexican cuisine.

In 1998, Benitez founded Lazos Latinos (http://www.lazoslatinos.com/intro/main.html), a Chicago-based strategic branding and advertising company that focuses on the Hispanic market. In 2005, she developed the concept of Latinization to help Fortune 500 companies and to develop Latino leadership empowerment. Benitez advises top-tier corporations and organizations, including Exelon, Kraft General Foods, General Electric, PepsiCo and Deloitte Consulting.

"Latinization" focuses on the positive influences Latinos exert on their new country, covering topics from culture to the high value Latinos place on family relationships. Using real-world examples, Benitez provides essential lessons about how to craft successful marketing messages and advises corporations on how to develop Latino leaders and create stronger relationships with Latino employees. Most importantly, readers of "Latinization" will enhance their understanding of the fast-growing Hispanic population: Latinos accounted for 36 percent of the 100 million people added to the U.S. population over the past four decades. Benitez's book illuminates Latino-influenced factors that impact everything from this population's purchasing habits (http://hortmgt.aem.cornell.edu/pdf/smart_marketing/cuellar7-06.pdf) to new product development and Internet usage. For example, tortilla and taco chip sales are growing at a rate 2.5 times faster than potato chip sales, according to a report compiled by AC Nielsen for the Tortilla Industry Association. Supermarket sales of tortillas are rising while white bread sales decline.

With a foreword by Henry Cisneros, "Latinization" also features the knowledge of 20 Latino experts offering lessons in their respective fields. "Latinization" can be ordered at http://www.paramountbooks.com or from online booksellers Amazon, Barnes & Noble and Borders. Review copies are available from Paramount at (888) 787-8100.