The $3.5 Trillion Advantage

The Growth Of The Multicultural Population Has Made It One Of The Most Sought-After Market Segments Of The Past Three Decades. With Its Buying Power Now Topping $3.5 Trillion It'S Easy To See Why.  However For Many Companies Already Targeting This Lucrative Market Segment And For Those Who Are Considering It Success Is Not Always Guaranteed. Even Companies With A Reputation For Well-Planned And Implemented Programs Often Fail To Approach This Market As A Value Building Business Proposition. In Part Current Day Political Rhetoric Is Hitting Up Against How Or If To Cater To Multicultural Consumerism. That Said The Tug Of War Between Wanting The Growth This Market Represents And Committing The Required Resources To Achieve It Continues. Companies Are Literally Standing In The Way Of Their Own Success. In Her New Book The $3.5 Trillion Advantage - A Marketer'S Guide To Revenue Growth In Today'S America Soto Seeks To Accomplish Three Important Goals. 1. Dramatically Improve Organizations' Business Condition By Raising Consciousness Of What'S Working And What Isn'T As Companies Set Out To Enter New Markets In The U.S. 2. Reinforce That Entering Any New Market To Grow Revenue Is Serious Business And Requires A Methodical And Integrated Management Approach And 3. Convey That Proven Strategies Business Models Principles Methods And Approaches Companies Currently Employ Don'T Need To Change But They Do Need To Be Carefully Optimized For Increased Relevancy In New Markets. The$3.5 Trillion Advantage Exposes The Longstanding And Lingering Dysfunction Existing In Multicultural Marketing. Soto Holds A Mirror To What Marketers Are Doing Well And Not So Well Using Archetypes -- Deniers Dabblers And Committed -- And Then Shifts To A Wealth Of Insights And Winning Methods With Examples From Some Of Soto'S Most Successful Corporate Clients. My Book Could Not Be Timelier Given The Current Political And Ideological Climate The Nation Is Undergoing. We Will Soon Undergo The 2020 Census Which Will No Doubt Further Reinforce The Urgency And Need For The Re-Visioning And Actions I Advocate Soto Declares. This Book Is An Important Management Resource For New And Experienced Executives Charged With Driving Top Line Growth For Their Organizations. Buy It. Read It. Use It.