Marketing Management (eBook, PDF)

A Cultural Perspective
Redaktion: Visconti, Luca M.; Toulouse, Nil; Peñaloza, Lisa

• Format: PDF

Produktbeschreibung

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.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 564
• Erscheinungstermin: 4. Mai 2020
• Englisch
• ISBN-13: 9781351358835
• Artikelnr.: 59378794

Autorenporträt

Luca M. Visconti is Professor of Marketing at Università della Svizzera italiana in Lugano, Switzerland, and ESCP Europe in Paris, France. His research deals with consumer vulnerability, cultural branding, and storytelling. He is especially interested in the ultimate effects of consumption, marketing, and markets in terms of personal and societal wellbeing. Lisa Peñaloza is Professor of Marketing at Kedge Business School in Bordeaux, France. Her ethnographic research examines how consumers collectively produce identity and community for cultural survival, with attention to social organization and market politics. She teaches masters and doctoral courses on qualitative research, consumer culture, and cultural branding. Nil Toulouse is Professor of Marketing at the University of Lille, France. Her research focuses on theoretical issues in transformative research and consumer culture theory, including consumer resistance, ethical consumption, acculturation and identity politics; as well as social marketing and public policy implications, including immigration, fair trade, poverty, and sustainable development.

Inhaltsangabe

Introduction Part I: Global-local cultural domains 1. Cultures, consumers,
and corporations 2. International marketing at the interface of the
alluring global, the comforting local, and the challenges of sustainable
success 3. Regional affiliations: Building a marketing strategy on regional
ethnicity 4. Dove in Russia: The role of culture in advertising success 5.
Market development in the African context 6. Market development in the
Latin American context 7. What do affluent Chinese consumers want? A
semiotic approach to building brand literacy in developing markets Part II:
Consumer and marketer identity and community politics 8. The relational
roles of brands 9. Experiencing consumption: Appropriating and marketing
experiences 10. Facilitating collective engagement through cultural
marketing 11. Tribal marketing 12. Driving a deeply rooted brand: Cultural
marketing lessons learned from GM's Hummer advertising 13. Cultural
corporate branding: An encounter of perspectives Part III: Researching
consumers, marketers, and markets 14. How you see is what you get: Market
research as modes of knowledge production 15. Interpretive marketing
research: Using ethnography in strategic market development 16. Research
methods for innovative cultural marketing management (CMM): Strategy and
practices 17. Action research methods in consumer culture PART IV:
Refashioning marketing practices 18. Re-examining market segmentation:
Bifurcated perspectives and practices 19. Value and price 20. Product
design and creativity 21. When the diffusion of innovation is a cultural
evolution 22. Gendered bodies: Representations of femininity and
masculinity in advertising practices 23. Sales promotion: From a company
resource to a customer resource 24. Second-hand markets: Alternative forms
of acquiring, disposing of, and recirculating consumer goods 25. The
ecology of the marketplace experience: From consumers' imaginary to design
implications 26. Digital marketing as automated marketing: From customer
profiling to computational marketing analytics PART V: Institutional issues
in the marketing organization and academy 27. (Re)thinking distribution
strategy: Principles from sustainability 28. Institutionalization of the
sustainable market: A case study of fair trade in France 29.
Commercializing the university to serve students as customers: A bridge too
far, way too far 30. Ethics