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DALLAS Juan Faura, president of ad agency Cultura, has written a book called The Whole Enchilada that serves to “demystify” marketing to U.S. Hispanic consumers.
The work will be available later this month through the on-demand printing service of Trafford Publishing. “There are millions of small businessmen and women out there and when they look at the Hispanic market they don’t look at themselves as having the resources to target the market themselves,” Faura said. “I’m trying to arm them with the necessary tools.”
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