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Marketing management : a cultural perspective / edited by Luca M. Visconti, Lisa Peñaloza and Nil Toulouse

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Detalles de publicación: London : Routledge, 2020Edición: 2nd edDescripción: 564 pISBN:

9781138561410 (pbk.)

Resumen: 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. (Font: Editor)

Existencias
Tipo de ítem	Biblioteca actual	Colección	Signatura topográfica	Estado	Fecha de vencimiento	Código de barras
Libro	Centre d' Informació i Documentació del CERC Sala	General	S 03752	Disponible (Disponible)		CERC20110005

Introduction / Luca M. Visconti, Lisa Peñaloza, Nil Toulouse -- Part I: Global-local cultural domains: 1. Cultures, consumers, and corporations / Russell Belk ; 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable succés / Güliz Ger, Olga Kravets, Özlem Sandıkcı ; 3. Regional affiliations: Building a marketing strategy on regional ethnicity / Delphine Dion, Lionel Sitz ; 4. Dove in Russia: The role of culture in advertising succés / Natalia Tolstikova ; 5. Market development in the African context / Benet DeBerry-Spence, Sammy K. Bonsu, Eric J. Arnould ; 6. Market development in the Latin American context / Judith Cavazos-Arroyo, Silvia González-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 polítics: 8. The relational roles of brands / Jill Avery ; 9. Experiencing consumption: Appropriating and marketing experiences / Antonella Carù, Bernard Cova ; 10. Facilitating collective engagement through cultural marketing / Hope Jensen Schau, Alexander Schau ; 11. Tribal marketing / Bernard Cova, Avi Shankar ; 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising / Marius K. Luedicke ; 13. Cultural corporate branding: An encounter of perspectives / Søren Askegaard, Simon Møberg Torp -- Part III: Researching consumers, marketers, and markets: 14. How you see is what you get: Market research as modes of knowledge production / Sofie Møller Bjerrisgaard, Dannie Kjeldgaard ; 15. Interpretive marketing research: Using ethnography in strategic market development / Johanna Moisander, Elina Närvänen, Anu Valtonen ; 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices / Samantha N. Cross, Mary C. Gilly ; 17. Action research methods in consumer culture / Julie L. Ozanne, Laurel Anderson -- Part IV: Refashioning marketing practices: 18. Re-examining market segmentation: Bifurcated perspectives and practices / Luca M. Visconti, Mine Üçok Hughes, Michele Corengia ; 19. Value and price / Domen Bajde, Carlos Díaz Ruiz ; 20. Product design and creativity / Nacima Ourahmoune ; 21. When the diffusion of innovation is a cultural evolution / Deniz Atik, Amina Béji-Bécheur ; 22. Gendered bodies: Representations of femininity and masculinity in advertising practices / Lorna Stevens, Jacob Ostberg ; 23. Sales promotion: From a company resource to a customer resource / Isabelle Collin-Lachaud, Philippe Odou ; 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods / Dominique Roux, Denis Guiot ; 25. The ecology of the marketplace experience: From consumers’ imaginary to design implications / Stefania Borghini, Pauline Maclaran, Gaël Bonnin, Veronique Cova ; 26. Digital marketing as automated marketing: From customer profiling to computational marketing analítics / Detlev Zwick, Nikhilesh Dholakia -- Part V: Institutional issues in the marketing organization and academy: 27. (Re)thinking distribution strategy: Principles from sustainability / Susan Dobscha, Pierre McDonagh, Andrea Prothero ; 28. Institutionalization of the sustainable market: A case study of fair trade in France / Nil Toulouse, Ahmed Benmecheddal ; 29. Commercializing the university to serve students as customers: A bridge too far, way too far / Morris B. Holbrook ; 30. Ethics / Lisa Peñaloza

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