Book excerpt: Although politicians discuss Latino immigration by the numbers, there is another side to the impact of immigrants: their influence on the culture and lifestyle of the countries they enter. Cristina Benitez, founder of Lazos Latinos, focuses her book on the positive influences that Latinos have on their new country, from culture to the high value Latinos place on their family relationships. Readers will come away with a better understanding of how to craft marketing messages that resonate with Latino customers. With a foreword by Henry Cisneros, and insights from 20 Latino experts, Latinization helps exlpain why Latino culture is here to stay.