Marketing to American Latinos: A Guide to the In-Culture Approach, Part II [Hardcover]

M. Isabel Valdes (Author)

Book Description

Publication Date: September 2002

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars.

In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market.

Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment.

Editorial Reviews

Review

Isabel Valdes has put into simple words everything traditional grocery retailers need to know to respond to our changing market. -- Peter Barrett, Unified Western Grocers

Isabel Valdes is THE oracle for the new generation of multicultural marketing strategists. -- Jose Nine, Director of Marketing, Fannie Mae

Isabel Valdes is a true professional and gifted researcher, constantly pursuing the most intimate consumer insights. A must read! -- Ingrid Otero-Smart, President/COO, Mendoza Dillon

This is the most important appraisal of the U.S. Latino community since the 2000 Census. -- Tom Maney, SVP, Fox Sports en Espanol

About the Author

Isabel Valdés is a recognized pioneer in Hispanic marketing and founder of the in-culture movement. For more than 20 years, Ms. Valdés has advised clients on a broad range of business-related issues in global and in-culture marketing.

Ms. Valdés was named by American Demographics magazine as the "21st Century Star of Multicultural Research. A seasoned entrepreneur, she was the founder of Hispanic Market Connections, president of Cultural Access Group, and co-founder and partner of Santiago & Valdés Solutions. She is now a senior advisor to its successor, The Santiago Solutions Group. Ms. Valdés was born in Chile and recently became an American citizen.

Product Details

• Hardcover: 368 pages
• Publisher: Paramount Market Pub (September 2002)
• Language: English
• ISBN-10: 0967143926
• ISBN-13: 978-0967143927
• Product Dimensions: 10.1 x 6.9 x 1 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,846,511 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars An important new guide to the latino phenomenon, November 27, 2002

By 

Bob Borens (Washington, DC) - See all my reviews

This review is from: Marketing to American Latinos: A Guide to the In-Culture Approach, Part II (Hardcover)

When I took my first trip to California in the 1960's, I saw fast food outlets selling a strange cuisine that I had never seen on the east coast - tacos. I hadn't a clue what this was..never even heard the word. Much has changed since then.
Latinos are a major new presence and force in the United States, whose influence on our commerce and politics will only continue to grow. For those who have more than casual interest in this phenomenon, perhaps for purposes of business or for politics, Isabel Valdes has produced a most timely and useful guide. Ms Valdes, with professional precision, takes apart this demographic and cultural Rubik's Cube, lays the pieces out before the reader, and then, taking the reader by the hand, methodically and meaningfully puts it all back together. Weaving together a tapestry of various countries of origin, age distribution, language preference, time in the US, etc, the author helps us sort through the reality behind the headlines and develops systematic approaches to formulate an effective and targeted business strategy. Data is targeted, timely, well presented, and well analyzed. Yet, the human dynamic behind the data is not lost. Highly recommended.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Solidly presented, up-to-date, business oriented examination, November 9, 2002

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Marketing to American Latinos: A Guide to the In-Culture Approach, Part II (Hardcover)

Marketing To American Latinos: A Guide To The In-Culture Approach, Part 2 by Hispanic marketing pioneer M. Isabel Valdes is a solidly presented, up-to-date, business oriented examination and analysis of the Hispanic-American consumer market. From studying diversity, geographic distribution, and buying power of Hispanic households to advertising strategies that target the hearts, minds, and wallets of Hispanic consumers, to digital marketing and an "integrated in-culture" strategy, Marketing to American Latinos is an extensively researched reference written especially for big and small businesses alike. Also highly recommended is Valdes' predecessor volume, Marketing to American Latinos: A Guide To The In-Culture Approach, Part I (0967143934; $[price]).