Deciphering the Latino Consumer: A Guide for Employers, Professionals, Retailers and Business Travelers

At a time when Hispanics comprise the fastest growing demographic in the United States and when globalization forces U.S. businesses to look over our southern borders to partner with Latin American businesses, this practical guide to improving working relationships between Anglos and Latinos is critical and timely. Inside the reader will learn how cultural differences influence behaviors and how to take concrete steps to enhance business opportunities with Latin Americans within the U.S. and abroad. It's the perfect resource for U.S. professionals, retailers and social service workers dealing with Spanish-speaking customers, clients and employees in their offices, at their shops and at their jobs. For business executives and entrepreneurs looking to expand into Latin America, it is a must-read before traveling so to avoid serious mistakes that may jeopardize potential partnerships. It is filled with useful tips and executable action points and it is sure to stimulate the reader to create his or her own ideas.