Si te crees inteligente, trabajas en marketing y quieres que tu negocio exista en cinco anos, !Apúrate y compra este libro!

Translation: "If you're smart and a marketer and want to have a business in five years... buy this book. Hurry!"

Did you know that today's multicultural consumer represents more than 100 million or one out of three people living in the US? THAT'S HUGE! The projections have most marketers waking up and smelling dinero. BUT, THERE'S A CATCH. While marketers from all backgrounds are delving into multicultural marketing, brand marketing does little to connect with the ever-evolving faces of the 'transcultural' consumer. Ellos no son mi familia.

This'll help: There's a new book out by Valerie Romely, the Chief Research Officer of Moving Target Research Group. Aptly titled "BEYOND TRANSLATION, The Marketer's Field Guide to Understanding Today's Transcultural Consumer," it delivers insight and strategy for marketers looking to connect with consumers of the top three emerging majorities in the US, i.e. Hispanic/Latino, Pacific-Asian and Asian-Indian. It's a quick guide designed to answer the "who, what, how and why" when considering multicultural strategies.

But Romley doesn't stop there. She then takes it a major step further. In her words: "Asian-Americans, Hispanic-Americans, Asian-Indian Americans are blurring the traditional symbols of ethnicity based on race, language, country-of-origin and culture. They are rapidly evolving and challenging the definition of 'ethnic' or 'multicultural' marketing. We need to go beyond the language of debate, beyond 'in-culture marketing,' beyond the repurposed marketing cliches. We need to give marketers the tools necessary to understand the drivers behind behavior so they can develop relevant and effective connections that resonate with today's transcultural consumer."

Romley adds: "No tenemos que ser parte de una cultura distinta a la nuestra para comprender las diferencias entre nosotros. Pero si debemos manténar y estar orgullosos de nuestra identidad, y al mismo tiempo respetar la identidad de otros. Los que dejaran su marca en un futuro, son aquellos que ven mas aya de una raza o color de piel, y traen valores a si mismos y a los clientes con los cuales trabajan.”

The field guide is available October 29 for purchase on Amazon.com and retails for $24.95. But it's free to anyone who works in brand management. Go grab a copy at www.gobeyondtranslation.com.