There are no doubts that, with the rapid growth of the Hispanic population, everyone wants in on the action, and among them are marketers, retailers, and merchandisers. Isabel Valdes' book, "Marketing to American Latinos, Part I: A Guide to the In-Culture Approach" has many interesting insights invaluable to those who cater to the Hispanic marketplace.
Ms. Valdes discusses ongoing arguments about language and acculturation and uses her experience and real case studies from successful companies to show how they are finding success. Furthermore, Ms. Valdes proposes ideas that are controversial and go against current thinking.
Packed with fresh advice and approaches geared to attaining and making an impact on the Hispanic consumer, Ms. Valdes' book can help marketers stop making the same mistakes in reaching the Latino market. She explains the importance of being culturally attuned to all communication levels: symbolic, explicit, visual, and subliminal, when reaching the Latino market.
A CD-ROM and online version of "Marketing to American Latinos" are also available, where you can view television advertising developed for Hispanic audiences, download demographic and psycho-graphic data, listen to Latin music samples and access a wide variety of timely, culturally-relevant resources.
Isabel Valdes is founder of Hispanic Market Connections and chairperson of Cultural Access Group. Hispanic Business Magazine has characterized her as "a major force behind the maturation of Hispanic market research in America." Also, American Demographics recently named Ms. Valdes a 21st Century Star.
In her new book, renowned Hispanic market researcher Isabel Valdes offers fresh insight into the nuances of the exploding Latino community and a clear explanation of how to market to Hispanics from within their cultural framework.
Go To Page: 1
