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Marketing Management: A Cultural Perspective
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Item specifics
- Condition
- Book Title
- Marketing Management: A Cultural Perspective
- ISBN
- 9781138561410
- Subject Area
- Business & Economics
- Publication Name
- Marketing Management : a Cultural Perspective
- Publisher
- Taylor & Francis Group
- Item Length
- 9.8 in
- Subject
- Marketing / General, Exports & Imports, International / Marketing, General
- Publication Year
- 2020
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Features
- New Edition
- Item Width
- 6.8 in
- Number of Pages
- 528 Pages
About this product
Product Identifiers
Publisher
Taylor & Francis Group
ISBN-10
113856141X
ISBN-13
9781138561410
eBay Product ID (ePID)
28038813354
Product Key Features
Number of Pages
528 Pages
Language
English
Publication Name
Marketing Management : a Cultural Perspective
Subject
Marketing / General, Exports & Imports, International / Marketing, General
Publication Year
2020
Features
New Edition
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Length
9.8 in
Item Width
6.8 in
Additional Product Features
Edition Number
2
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8
Table Of Content
Introduction Luca M. Visconti, Lisa Peñaloza and Nil Toulouse Part I: Global-local cultural domains 1. Cultures, consumers, and corporations Russell Belk 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success Güliz Ger, Olga Kravets, and Özlem Sandikci 3. Regional affiliations: Building a marketing strategy on regional ethnicity Delphine Dion and Lionel Sitz 4. Dove in Russia: The role of culture in advertising success Natalia Tolstikova 5. Market development in the African context Benet DeBerry-Spence, Sammy K. Bonsu, and Eric J. Arnould 6. Market development in the Latin American context Judith Cavazos-Arroyo and Silvia González-Garcia 7. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets Laura R. Oswald Part II: Consumer and marketer identity and community politics 8. The relational roles of brands Jill Avery 9. Experiencing consumption: Appropriating and marketing experiences Antonella Carù and Bernard Cova 10. Facilitating collective engagement through cultural marketing Hope Jensen Schau and Alexander Schau 11. Tribal marketing Bernard Cova and Avi Shankar 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising Marius K. Luedicke 13. Cultural corporate branding: An encounter of perspectives Søren Askegaard and Simon Møberg Torp Part III: Researching consumers, marketers, and markets 14. How you see is what you get: Market research as modes of knowledge production Sofie Møller Bjerrisgaard and Dannie Kjeldgaard 15. Interpretive marketing research: Using ethnography in strategic market development Johanna Moisander, Elina Närvänen and Anu Valtonen 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices Samantha N. Cross and Mary C. Gilly 17. Action research methods in consumer culture Julie L. Ozanne and Laurel Anderson PART IV: Refashioning marketing practices 18. Re-examining market segmentation: Bifurcated perspectives and practices Luca M. Visconti, Mine Üçok Hughes, and Michele Corengia 19. Value and price Domen Bajde and Carlos Díaz Ruiz 20. Product design and creativity Nacima Ourahmoune 21. When the diffusion of innovation is a cultural evolution Deniz Atik and Amina Béji-Bécheur 22. Gendered bodies: Representations of femininity and masculinity in advertising practices Lorna Stevens and Jacob Ostberg 23. Sales promotion: From a company resource to a customer resource Isabelle Collin-Lachaud and Philippe Odou 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods Dominique Roux and Denis Guiot 25. The ecology of the marketplace experience: From consumers' imaginary to design implications Stefania Borghini, Pauline Maclaran, Gaël Bonnin, and Veronique Cova 26. Digital marketing as automated marketing: From customer profiling to computational marketing analytics Detlev Zwick and Nikhilesh Dholakia PART V: Institutional issues in the marketing organization and academy 27. (Re)thinking distribution strategy: Principles from sustainability Susan Dobscha, Pierre McDonagh, and Andrea Prothero 28. Institutionalization of the sustainable market: A case study of fair trade in France Nil Toulouse and Ahmed Benmecheddal 29. Commercializing the university to serve students as customers: A bridge too far, way too far Morris B. Holbrook 30. Ethics Lisa Peñaloza
Edition Description
New Edition
Synopsis
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world., Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilightcommunity. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world., Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. Marketing Management: A Cultural Perspective provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors and their effects on market outcomes.The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution, among others. This fully updated and restructured new edition benefits from two new introductory chapters on culture and marketing practice, improved pedagogy, and online support materials including additonal case studies and lecture slides. With global contributions grounded in the authors' primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.
LC Classification Number
HF5415.13M352315
Item description from the seller
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