ABSTRACT
After you have explored the Hispanic market in many of its defining characteristics, this chapter’s goal is to provide stimulating ideas for insightful and effective marketing and communication strategies. This chapter concentrates on the subjective aspects of culture that marketing professionals are less likely to be familiar with. These subjective aspects are those that lie under the tip of the iceberg, and make up some of the strongest cultural influences on the Hispanic target. This is an exploration into the mind of the Hispanic consumer with the aim to establish successful relationships.
