ABSTRACT
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.
TABLE OF CONTENTS
part I|106 pages
Global-local cultural domains
chapter 7|15 pages
What do affluent Chinese consumers want?
part II|96 pages
Consumer and marketer identity and community politics
chapter 12|16 pages
Driving a deeply rooted brand
part III|68 pages
Researching consumers, marketers, and markets
chapter 15|17 pages
Interpretive marketing research
chapter 16|16 pages
Research methods for innovative cultural marketing management (CMM)
part IV|156 pages
Refashioning marketing practices
chapter 22|15 pages
Gendered bodies
chapter 24|20 pages
Second-hand markets
chapter 25|19 pages
The ecology of the marketplace experience
chapter 26|14 pages
Digital marketing as automated marketing
part V|71 pages
Institutional issues in the marketing organization and academy