Marketing to American Latinos: A Guide to the In-Culture Approach

M. Isabel Valdes

ISBN 10: 0967143977 / ISBN 13: 9780967143972

Published by Paramount Market Pub, 2001

About this Item

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Bibliographic Details

• Title: Marketing to American Latinos: A Guide to the In-Culture Approach
• Publisher: Paramount Market Pub
• Publication Date: 2001
• Language: English
• ISBN 10: 0967143977
• ISBN 13: 9780967143972
• Binding: paperback
• Condition: Very Good

About this title

Synopsis

Book by M. Isabel Valdes

About the Author

Isabel Valdes, a native of Chile and a Californian by choice, has been a leader in researching the Hispanic market in the United States. As founder and president of Hispanic Market Connections, Inc., she has been a pioneer in multicultural research. In 1998 she was named president of Cultural Access Worldwide, a subsidiary of Access Worldwide. Recently, she became the chairperson of Cultural Access Worldwide, in order to pursue her interests in teaching and writing. ACNielsen selected Valdes to help build a Hispanic panel for its HomescanTM service in Los Angeles. She has also developed standardized testing and language segmentation techniques. Ms. Valdes is a lecturer and faculty member at Stanford University's Professional Publishing Course and at UCLA's Anderson School of Business Executive Education Program. She co-founded the research committee for the Association of Hispanic Advertising Agencies (AHAA) and co-founded the Ethnic Research Committee of the Advertising Research Foundation (ARF). She frequently speaks about the Latino market to audiences in the U.S. and abroad.