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Full Description
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.
Contents
Introduction Part I: Global-local cultural domains 1. Cultures, consumers, and corporations 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success 3. Regional affiliations: Building a marketing strategy on regional ethnicity 4. Dove in Russia: The role of culture in advertising success 5. Market development in the African context 6. Market development in the Latin American context 7. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets Part II: Consumer and marketer identity and community politics 8. The relational roles of brands 9. Experiencing consumption: Appropriating and marketing experiences 10. Facilitating collective engagement through cultural marketing 11. Tribal marketing 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising 13. Cultural corporate branding: An encounter of perspectives Part III: Researching consumers, marketers, and markets 14. How you see is what you get: Market research as modes of knowledge production 15. Interpretive marketing research: Using ethnography in strategic market development 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices 17. Action research methods in consumer culture PART IV: Refashioning marketing practices 18. Re-examining market segmentation: Bifurcated perspectives and practices 19. Value and price 20. Product design and creativity 21. When the diffusion of innovation is a cultural evolution 22. Gendered bodies: Representations of femininity and masculinity in advertising practices 23. Sales promotion: From a company resource to a customer resource 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods 25. The ecology of the marketplace experience: From consumers' imaginary to design implications 26. Digital marketing as automated marketing: From customer profiling to computational marketing analytics PART V: Institutional issues in the marketing organization and academy 27. (Re)thinking distribution strategy: Principles from sustainability 28. Institutionalization of the sustainable market: A case study of fair trade in France 29. Commercializing the university to serve students as customers: A bridge too far, way too far 30. Ethics
