ABSTRACT
In prior chapters you have studied 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 can help marketers connect at deeper levels with Latino consumers. This is an exploration into the cultural beliefs, values, perceptions, and behaviors shared by Hispanic consumers with the aim to establish successful relationships. These are the elements that lie under the surface, as in the submerged part of an iceberg. They are difficult to ascertain because they are difficult to articulate but when understood can provide for powerful connections between brands and humans.
