“Reaching America’s largest minority requires cultural understanding,” an article written by Elena del Valle, principal, LNA World Communications, was published in the Summer 2006 newsletter of the Southern California Chapter of the Marketing Research Association.
The article, published on page two of the six page newsletter, appeared just after the president’s message. In it, Elena outlined the importance of understanding culture in targeting Latino consumers. She also discussed five basic steps marketers can take to develop Hispanic oriented efforts.