Isabel Valdes

M. Isabel Valdes is an In-Culture marketing expert, business development consultant, published author, public speaker and trainer. She is the principal of Isabel Valdes Consulting (IVC). IVC is a boutique consulting firm that provides strategic business development services to companies seeking to tap, expand and successfully penetrate "cultural markets."

Cultural markets, which are sometimes referred to as ethnic or multicultural markets, are large and distinct consumer market segments within the United States that-- as any consumer market segment--have likes, needs and wants. The key difference is that people in cultural markets have experienced life and lifecycles in a different cultural context than the average consumer in the "mainstream" culture. As such, cultural markets do not respond to the same messages, language and imagery as mainstream markets do. To engage African-Americans, Latinos, Asians, Eastern Europeans and other growing consumer segments in the United States requires culturally relevant marketing strategies. To help organizations succeed with this complex challenge, IVC has developed a proven five-step approach called Transforming HeartShares into MarketShares©.

The American marketplace and the global market scene have experienced exponential growth and changes during the past decades. Isabel Valdes Consulting, IVC, has maintained its leading edge by helping clients in the United States and abroad achieve measurable results, by tracking market and demographic trends; and by reformulating and updating its proprietary marketing frameworks, In-Culture Marketing© and Transforming HeartShares into MarketShares©.

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