ABSTRACT
This chapter develops an overview of how cultural marketing strategic insights and approaches are an imperative for organizations and individuals who require efficient tools and better understandings of Latin American context. Latin America is a region of great contrasts, as it possesses multiple resources and at the same time, faces immense differences. Cultural identities in the region are the result of the confrontation, penetration, and integration of different world cultures, mainly indigenous, European, African and, to a lesser degree, Asian cultures, with repercussions that have permeated regional economic, political, legal, cultural, and social spheres. When the Spaniards reached the so-called New World, they modified several pre-Hispanic cultural traditions and socioeconomic institutions, resulting in new hybrid cultural forms. Most of the colonies of Latin America developed a culture of consumption that mixed indigenous culture with the cultures of Spanish and Portuguese colonizers.
