Marketing Management: A Cultural Perspective - Softcover

Softcover

ISBN 10: 0415606837 ISBN 13: 9780415606837

Verlag: Routledge, 2011

Inhaltsangabe

"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"--

Über diesen Titel

Über die Autorin bzw. den Autor

Lisa Peñaloza is Professor of Marketing at EDHEC Business School, Lille, France. Her work exploring interpellations of cultural meanings and economic valuation in credit/debt, migration, community formation, and retailing is published in the Journal of Consumer Research, Journal of Marketing and Consumption, Markets and Culture.

Nil Toulouse is Professor of Marketing at the Université Lille Nord de France and Skema Business School, France. Nil’s research on sustainability, consumer ethics, immigration and fair trade appears in over 20 articles and chapters in periodicals and books, including the Journal of Macromarketing, Journal of Business Research, and Journal of Business Ethics.

Luca M. Visconti is Associate Professor of Marketing at ESCP Europe, Paris. His work appears in books and journals, including the Journal of Consumer Research, Journal of Advertising, Industrial Marketing Management, Journal of Business Research, Journal of Consumer Culture, and Consumption, Markets and Culture.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 0415606837
• ISBN 13: 9780415606837
• Einband: Taschenbuch
• Anzahl der Seiten: 584
• Herausgeber: Penaloza Lisa
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar