Marketing Management: A Cultural Perspective
- Length: 584 pages
- Edition: 1
- Language: English
- Publisher: Routledge
- Publication Date: 2012-02-08
- ISBN-10: 0415606829
- ISBN-13: 9780415606820
- Sales Rank: #16387956 (See Top 100 Books)
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, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights 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, among others.
With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.
Table of Contents
Part I: Global–local cultural domains
Chapter 1. Cultures, consumers, and corporations
Chapter 2. International marketing at theinterface of the alluring global and the comforting local
Chapter 3. Mediterranean shoes conquer the world: Global branding from local resources: the Camper case
Chapter 4. Regional affiliations: Building a marketing strategy on regional ethnicity
Chapter 5. Dove in Russia: The role of culture in advertising success
Chapter 6. Market development in the African context
Chapter 7. Market development in the Latin American context
Chapter 8. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets
PART II: Consumer, marketer identity, and community politics
Chapter 9. The relational roles of brands
Chapter 10. Experiencing consumption: Appropriating and marketing experiences
Chapter 11. Tribal marketing
Chapter 12. Facilitating collective brand engagement and collaborative production through cultural marketing
Chapter 13. Turning a corporate brand upside-down: A case of cultural corporate brand management
PART III: Researching consumers, marketers, and markets
Chapter 14. The way you see is what you get: Market research as modes of knowledge production
Chapter 15. Interpretive marketing research: Using ethnography in strategic market development
Chapter 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices
Chapter 17. Action research methods in consumer culture
PART IV: Refashioning marketing practices
Chapter 18. Segmentation and targeting reloaded
Chapter 19. Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising
Chapter 20. Value and price
Chapter 21. Sales promotion: from a company resource to a customer resource
Chapter 22. Product design and creativity
Chapter 23. When the diffusion of innovation is a cultural evolution
Chapter 24. Gendered bodies: Representations of femininity and masculinity in advertising practices
Chapter 25. The ecology of the marketplace experience: From consumers’ imaginary to design implications
Chapter 26. Second-hand markets: Alternative forms of retailing
Chapter 27. Strategic database marketing: Customer profi ling as new product development
PART V: Institutional issues in the marketing organization and the academy
Chapter 28. (Re)thinking distribution strategy: Principles from sustainability
Chapter 29. Institutionalization of the sustainable market: A case study of fair trade in France
Chapter 30. Catering to consumers or consuming the caterers: A bridge too far … , way too far
Chapter 31. Ethics
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