MARC record from Internet Archive

LEADER: 06709cam 2200673 a 4500
001 ocn725827745
003 OCoLC
005 20210607062140.0
008 110513s2012 enka b 001 0 eng
010 $a 2011019409
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015 $aGBB188574$2bnb
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019 $a698322533
020 $a9780415606820$q(hardback)
020 $a0415606829$q(hardback)
020 $a9780415606837
020 $a0415606837
020 $z9780203357262 (ebk.)
035 $a(OCoLC)725827745$z(OCoLC)698322533
042 $apcc
050 00 $aHF5415.13$b.M352315 2012
082 00 $a658.8$223
245 00 $aMarketing management :$ba cultural perspective /$cedited by Lisa Peñaloza, Nil Toulouse and Luca M. Visconti.
260 $aAbingdon, Oxon ;$aNew York :$bRoutledge,$c2012.
300 $axxxviii, 540 pages :$billustrations ;$c26 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
520 $a"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"--$cProvided by publisher.
504 $aIncludes bibliographical references and index.
505 0 $aCultures, consumers, and corporations / Russell Belk -- International marketing at the interface of the alluring global and the comforting local / Guliz Ger, Olga Kravets, Ozlem Sandikci -- Mediterranean shoes conquer the world: global branding from local resources -- the camper case / Danielle Dalli, Simona Romani -- Regional affiliations: building a market strategy on regional ethnicity / Delphine Dion, Lionel Sitz -- Dove in Russia: the role of culture in advertising success / Natalia Tolstikova -- Market development in the African context / Benet Deberry-Spence, Sammy K. Bonsu, Eric J, Arnould -- Market development in the Latin American context / Judith Cavazos-Arroyo, Silvia Gonzalez Garcia -- What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets / Laura R. Oswald -- The relational roles / Jill Avery -- Experiencing consumption: approaching and marketing experiences / Antonella Caru, Bernard Cova -- Tribal marketing / Bernard Cova, Avi Shankar -- Facilitating collective brand engagement and collaborative production through cultural marketing / Gabriela Head, Hope Jensen Schau, Katherine Thompson -- Turning a corporate brand upside-down: a case of cultural corporate brand management / Soren Askegaard, Simon Torp -- The way you see is what you get: market research as modes of knowledge production / Sofie Moller Bjerrisgaard, Dannie Kjeldgaard -- Interpretive marketing research: using ethnography in strategic market development / Johanna Moisander, Anu Valtonen -- Research methods for innovative cultural marketing management (cmm):strategy and practices / Samantha N.N. Cross, Mary C. Gilly -- Action research methods in consumer culture / Julie L. Ozane, Laurel Anderson -- Segmentation and targeting reloaded / Luca M. Visconti, Mine Ucok Hughes -- Driving a deeply rooted brand: cultural marketing lessons learned from gm's hummer advertising / Marius K. Luedicke -- Value and price / Domen Bajde -- Sales promotion: from a company resource to a customer resource / Philippe Odou, Souad Djelassi, Isabelle Collin-Lachaud -- Product design and creativity / Nacima Ourahmoune -- When the diffusion of innovation is a cultural evolution / Amina Becheur, Deniz Atik -- Gendered bodies: representations of femininity and masculinity in advertising practices / Lorna Stevens, Jacob Ostberg -- The ecology of the marketplace experience: from consumers' imaginary to design implications / Stefania Borghini [and others] -- Second-hand markets: alternative forms of retailing / Dominique Roux, Denis Guiot -- Strategic database marketing: customer profiling as new product development / Detlev Zwick, Nikhilesh Dholakia -- (Re)thinking distribution strategy: principles from sustainability / Susan Dobscha, Andrea Prothero, Pierre McDonagh -- Institutionalization of the sustainable market: a case study of fair trade in France / Nil Toulouse -- Catering to consumers or consuming the caterers: a bridge too far ..., way too far / Morris B. Holbrook -- Ethics / Lisa Penalzola.
650 0 $aMarketing$xManagement$vCross-cultural studies.
650 0 $aExport marketing$vCross-cultural studies.
650 0 $aMarketing$vCross-cultural studies.
650 7 $aExport marketing.$2fast$0(OCoLC)fst00918703
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMarketing$xManagement.$2fast$0(OCoLC)fst01010209
650 7 $aMarketing.$2idszbz
650 7 $aManagement.$2idszbz
650 7 $aKulturvergleich.$2idszbz
650 7 $aExport.$2idszbz
650 7 $aBusiness and Management.$2eflch
655 7 $aCross-cultural studies.$2fast$0(OCoLC)fst01423769
700 1 $aPeñaloza, Lisa.
700 1 $aToulouse, Nil.
700 1 $aVisconti, Luca M.
938 $aBaker and Taylor$bBTCP$nBK0009524796
938 $aCoutts Information Services$bCOUT$n14047977
938 $aYBP Library Services$bYANK$n6824373
938 $aBlackwell Book Service$bBBUS$n6824372
029 1 $aAU@$b000047032226
029 1 $aCHBIS$b006547062
029 1 $aCHVBK$b174890079
029 1 $aNZ1$b14205017
029 1 $aUNITY$b124917631
029 1 $aUKMGB$b015855714
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 111 OTHER HOLDINGS