Marketing Management: A Cultural Perspective
- ISBN-10
- 113856141X
- ISBN-13
- 9781138561410
- Series
- Marketing Management
- Category
- Export marketing
- Pages
- 568
- Language
- English
- Published
- 2020
- Authors
- Luca M. Visconti, Lisa Peñaloza, Nil Toulouse
Description
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, socio-cultural 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.
Get the book
Other editions
-
- 2020-03-23
- 200 pages
- Paperback
- -
Similar books
-
Marketing Management
By Peter R. DicksonThis edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international marketing, ethics, cross-functional teams and quality. Integrating competitive rationality throughout...
-
Marketing Management: A Value-Creation Process
By Alain Jolibert, Hans Mühlbacher, Laurent Flores(Berlin et al.: Springer). ▷ Customer segments formed on the basis of expectations or expected benefits are to be described by attributes and relevant communication, purchasing and usage/consumption behaviour of their 'typical member', ...
-
Marketing Management: An Overview
By Dale M. LewisonMarketing Management: An Overview provides an alternative to the traditional marketing management texts in the market. This new text offers a concise overview for the advanced level marketing course, enabling...
-
Marketing Management Essentials You Always Wanted to Know (Second Edition)
By Vibrant PublishersMarketing Management Essentials You Always Wanted To Know guides new marketing managers and leaders with building blocks of marketing management.
-
Marketing Management
By Jayshree ParmarMarketing Management
-
Essentials of Marketing Management
By Geoffrey Lancaster, Lester MassinghamThe overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs.
-
Marketing Management
By Kevin Lane Keller, Philip T. KotlerRemaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.
-
Marketing Management: A Strategic Decision-Making Approach
By Harper, John Mullins, Orville WalkerThe concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and ...
-
Marketing Management: A Customer-Oriented Approach
By Kenneth E. Clow, Donald BaackThe nature of marketing management -- Market analysis -- Scooping up success -- Data warehousing : majestic mountain ski resort -- Building a customer-oriented marketing department : the new boss -- Customer acquisition strategies and ...
-
A Preface to Marketing Management
By J. Paul PeterA Preface to Marketing Management