NOW AVAILABLE
Beyond the $147 Billion Opportunity
The Complete Guide to Winning the Filipino-American Market
Second edition, expanded and updated.
Kindle edition available now. Paperback and hardcover November 2026.
The Filipino-American market — 4.6 million people, $175–$190 billion in annual buying power — is the most economically significant underserved consumer market in the United States. Beyond the $147 Billion Opportunity is the working reference for marketing executives, brand strategists, and entrepreneurs who want to understand, enter, or deepen their engagement with this community.
The first edition, published in 2017, was built on the author's doctoral research at Northcentral University. This second edition expands substantially: updated demographic and buying-power data through 2025, three entirely new chapters on social media, generational segmentation, and Filipino-American entrepreneurship, and a complete strategic marketing playbook organized around how practitioners actually need to think about this market.
Inside:
Four parts and twelve chapters covering history, demographics, cultural identity, consumer decision-making, digital commerce, generational segmentation, and strategic marketing
A rigorous economic analysis — 2018 Selig Center buying power through updated 2020–2021 Nielsen data, projected to 2035
The acculturation framework at the heart of the author's doctoral research, extended for digital-era bicultural consumers
A complete strategic marketing playbook: how to approach, enter, and build durable loyalty in the Filipino-American market
A generational segmentation framework distinguishing first-generation, bicultural second-generation, and mixed-heritage consumers
Four appendices: research methodology, data sources reference, glossary of Filipino cultural terms, and a Filipino-American community organizations directory
For: Marketing executives, brand strategists, corporate DEI practitioners, product managers, consumer researchers, and entrepreneurs who want to understand, enter, or deepen their engagement with the Filipino-American community.
Kindle: ASIN B0HLYMP5RK · ISBN 979-8-9960239-5-0
Paperback: ISBN 979-8-9960239-3-6
Hardcover: ISBN 979-8-9960239-4-3
Second edition, 2026 · Duskfire Press
FORTHCOMING
The Supply Chain KPI Playbook
A Practical Guide to Selecting, Implementing, and Improving the Metrics That Matter
The first comprehensive working manual for supply chain leaders who are tired of dashboards that don't drive decisions. Forty-plus battle-tested KPIs, the formulas behind them, and the implementation patterns that separate metrics that move the business from metrics that just sit in a deck.
Coming January 2027 from Duskfire Press.