Marketing to American Latinos: A Guide to the In-Culture Approach (Part I) by M. Isabel Valdés centers on defining the In-Culture© marketing methodology. It provides clarity on acculturation, marketing in a bicultural context, communicating In-Culture© and gaining ‘Share of Heart,’ understanding the different life stages among Hispanics, and concludes with nine well-documented case studies of American companies, which have been successful in using the In-Culture© marketing methodology.