Marketing Management: A Cultural Perspective

ISBN-13: 9781138561403 / Angielski / Twarda / 2020 / 564 str.

Lisa Penaloza (Bordeaux Managemetn Schoo;Nil Toulouse (University of Lille North ;Luca Massimiliano Visconti (Bocconi Univ

Opis

Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. Marketing Management: A Cultural Perspective 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.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, among others. This fully updated and restructured new edition benefits from two new introductory chapters on culture and marketing practice, improved pedagogy, and online support materials including additonal case studies and lecture slides. 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.