UID:
almahu_9949386065402882
Umfang:
1 online resource (xxxv, 528 pages) :
,
illustrations
Ausgabe:
Second edition.
ISBN:
9781351358835
,
9780203710807
,
0203710800
,
9781351358811
,
1351358812
,
1351358839
,
9780203357262
,
0203357264
,
9781351358828
,
1351358820
Inhalt:
"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"--
Anmerkung:
Introduction -- Part I: Global-local cultural domains -- 1. Cultures, consumers, and corporations / Russell Belk -- 2. International marketing at the interface of the alluring global and the comforting local and the challenges of sustainable success / Guliz Ger, Olga Kravets and Ozlem 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 -- 6. Market development in the Latin American context / Judith carvazos-Arroyo and Silvia Gonzalez-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 Caru and Bernard Cova -- 10. Facilitating collective brand engagement and collaborative production 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 brand management: an encounter of perspective / Soren Askegaard and Simon Torp -- Part III: Researching consumers, marketers, and markets -- 14. How you see is what you get: market research as modes of knowledge production / Sofie Moller Bjerrisgaard and Dannie Kjeldgaard -- 15. Interpretive marketing research : using ethnology in strategic market development / Johanna Moisander, Elina Narvanen 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 and Mine Ucok Hughes and Michele Corengia -- 19. Value and Price / Domen Bajde and Carlos Diaz Ruiz -- 20. Product design and creativity / Nacima Ourahmoune -- 21. When the diffusion of innovation is a cultural evolution / Amina Beji-Becheur and Deniz Atik -- 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 / Philippe Odou and Isabelle Collin-Lachaud -- 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, Gael 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 -- 28. (Re)thinking distribution strategy: principles from sustainability / Susan Dobscha, Andrea Prothero, and Pierre McDonagh -- 28. nstitutionalization 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 Penaloza.
Weitere Ausg.:
Print version: Marketing management. Abingdon, Oxon ; New York, NY : Routledge, 2020 ISBN 9781138561403
Sprache:
Englisch
Schlagwort(e):
Electronic books.
URL:
https://www.taylorfrancis.com/books/9780203710807
Bookmarklink
