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Book

Marketing Graffiti

Book

Marketing Graffiti

DOI link for Marketing Graffiti

Marketing Graffiti book

Marketing Graffiti

DOI link for Marketing Graffiti

Marketing Graffiti book

ByMichael Saren
Edition 1st Edition
First Published 2006
eBook Published 15 May 2006
Pub. Location London
Imprint Routledge
DOI https://doi.org/10.4324/9780080468563
Pages 304
eBook ISBN 9780080468563
Subjects Economics, Finance, Business & Industry
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Saren, M. (2006). Marketing Graffiti (1st ed.). Routledge. https://doi.org/10.4324/9780080468563

ABSTRACT

Rejecting the managerially-driven structures normally imposed on the subject, Saren explains marketing from the perspective of the pivotal figure in the process: the consumer. He addresses readers as active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process.

Critically examining the wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing in its social and cultural context that we all experience.

By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the bricollage subject that is marketing.

TABLE OF CONTENTS

chapter |7 pages

Views of markets

chapter |8 pages

Internal and external contexts

chapter |15 pages

Marketing values

chapter |8 pages

References

chapter |12 pages

Relationships and interactions

chapter |6 pages

Building social relationships

chapter |21 pages

The role of communications

chapter |7 pages

The role of institutions and networks

chapter |8 pages

References

chapter |9 pages

What is Consumed?

chapter |12 pages

Why consume? Motivation and stimulation

chapter |15 pages

The role of consumers

chapter |10 pages

References

chapter |11 pages

Solutions to what?

chapter |10 pages

Information technology and innovation

chapter |9 pages

Information for innovative solutions

chapter |18 pages

Organizational processes and capabilities

chapter |8 pages

References

chapter |9 pages

The role of branding

chapter |14 pages

Corporate branding: image and identity

chapter |17 pages

Fast fashion branding

chapter |6 pages

References

chapter |4 pages

How markets move space

chapter |14 pages

Moving information – the role of IT

chapter |11 pages

Moving materials

chapter |10 pages

A virtual firm in moving space

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