Marketing to American Latinos Part 1 by Isabel Valdes

by M. Isabel Valdés

The "In-culture" approach to Hispanic marketing was introduced by Isabel Valdes, one of the premiere Hispanic marketers in the United States. The first half of her two-part set of books introduces the Hispanic market and its culture, and helps you to understand the culturally sensitive issues you must respect if you plan to do business in this particular arena.

CONTENTS

Foreward
Acknowledgements
Introduction

Section 1 The "New" Hispanic Consumer
Chapter 1: Hispanics in the U.S.: A Snapshot of the year 2000
Chapter 2: Hispanic Past and Present
Chapter 3: Is there a Hispanic "MeltingPot"?

Section 2 In-Culture Advertising
Chapter 4: The "In-Culture" Difference
Chapter 5: Ongoing Acculturation
Chapter 6: Marketing in a Bicultural Context
Chapter 7: Gaining "Share of Heart"
Chapter 8: How to Communicate In-Culture

Section 3 The Latino Market is Many Markets
Chapter 9: How to "Think" Hispanic
Chapter 10: What's in a Name? Cultural Diversity within the Market

Section 4 Case Studies
American Honda
JCPenney
La Opinion
EL POLLO LOCO
House Foods Corporation
California Lincon Mercury Dealers Association
Paragon Cable San Antonio
Tecate
United States Postal Service

Sources
Bibliography
Index

(192 pp., paperback, ISBN 0-9671439-7-7; 2000)