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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...

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...