Dan Gonzalez

Dan Gonzalez
Using the Four Ps to Market Publishing Products to Hispanics

They may be immigrants, they may prefer to be addressed in Spanish, and they may not be assimilated or acculturated, but many first-generation U.S. Hispanics live and buy in this country and in Puerto Rico. And they present a big opportunity for those publishers willing to learn how to successfully serve this consumer group with product and marketing pitches that meet their preferences. To illustrate, let me share some insights on how to apply the four traditional Ps of effective marketing to your direct marketing efforts targeting U.S. Hispanics. Product. If you have a successful English-language product, don’t assume you need to customize it for the