ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explains cultural terms and processes useful in understanding literacy as a fundamental process in consumption and marketing. It provides an insightful overview explaining the importance of the cultural approach in understanding the breadth and depth of cultural differences in consumption and marketing practices by focusing on the food industry. The book argues that cultural insights and approaches are imperative for organizations and managers in developing appropriate and effective marketing strategies in the Latin American region. It highlights the ways consumers in China read and manipulate cultural signs and meanings for luxury products, which remains one of the consumption domains where the allure of the West is evident. The book suggests that managers must consider deeply rooted cultural meanings to brand communities in positioning brands. It also provides a preliminary review of traditional sales promotion strategies and effects.
