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 Sign Bank 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. |Marketing Management A Cultural Perspective | Business
