MARC Record from marc_columbia

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035 $a(NNC)15084541
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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 $a1 online resource (xxxviii, 540 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$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.
588 0 $aPrint version record.
505 0 $aScope and organization of the book -- References -- pt. I Global-local cultural domains -- 1. Cultures, consumers, and corporations / Russell Belk -- Overview -- Food for thought -- Food, pleasure, and pain -- Conclusion: cultures of food -- Review and discussion questions -- Keywords -- References -- 2. International marketing at the interface of the alluring global and the comforting local / Ozlem Sandikci -- Overview -- Cultural positioning: overcoming the dualities of standardization/adaptation and global/local -- The allure of the global and the comfort of the local -- Mingling the foreign and the familiar: two cases -- Managerial implications -- Review and discussion questions -- Keywords -- Note -- References -- 3. Mediterranean shoes conquer the world: global branding from local resources -- the Camper case / Simona Romani -- Overview -- Introduction -- The company and its history -- Rooting Camper in the rural Mediterranean world.
505 8 $aTransforming the rural Med positioning to include more international images -- Conclusion and managerial recommendations -- Review and discussion questions -- Keywords -- Notes -- References -- 4. Regional affiliations: building a marketing strategy on regional ethnicity / Lionel Sitz -- Overview -- From a utilitarian to a cultural consideration of the region -- Regional marketing -- Conditions of applicability -- Review and discussion questions -- Keywords -- References -- Online resources -- 5. Dove in Russia: the role of culture in advertising success / Natalia Tolstikova -- Overview -- Introduction -- Advertising case study: Dove in Russia -- Secondary research considerations -- Primary research considerations -- Discussion and managerial implications -- Review and discussion questions -- Keywords -- References -- 6. Market development in the African context / Eric J. Arnould -- Overview -- Cultural positioning -- African markets: then and now.
505 8 $aMarket development in Africa -- Adaptive strategies for domestic market development -- Other adaptive strategies -- Developing export markets -- Conclusion -- Review and discussion questions -- Keywords -- References -- 7. Market development in the Latin American context / Silvia Gonzalez Garcia -- Overview -- Introduction -- Evolution of market development and the consumer culture -- Cultural diversity and consumer culture -- Implications for the organization of consumption alternatives -- Strategic marketing insights -- Conclusion -- Review and discussion questions -- Keywords -- References -- 8. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets / Laura R. Oswald -- Overview -- Brand equity -- Case study 1 What do affluent Chinese consumers want? -- Brand literacy -- Brand audit exercise: a semiotic analysis of luxury perfume ads -- Brand literacy in semiotic perspective.
505 8 $aImplications for consumer research -- Conclusion -- Review and discussion questions -- Keywords -- Note -- References -- pt. II Consumer, marketer identity, and community politics -- 9. The relational roles of brands / Jill Avery -- Overview -- Relating to customers -- Relating to brands -- Customer relationship management (CRM) -- Conclusion -- Review and discussion questions -- Keywords -- References -- 10. Experiencing consumption: appropriating and marketing experiences / Bernard Cova -- Overview -- The prevailing managerial approaches to experiencing consumption -- A critical approach to experiential marketing -- A cultural approach to the management of consumption experiences -- Conclusion: in praise of a pluralistic approach -- Review and discussion questions -- Keywords -- References -- 11. Tribal marketing / Avi Shankar -- Overview -- "It's a tribe, Jim, but not as we know it" -- Tribes and brand communities.
505 8 $aFrom exchange value and use value to linking value -- Tribal marketing vs. traditional marketing -- How to identify the potential of a consumer tribe -- The three major steps of a tribal marketing approach -- The limits of tribal marketing approaches: relinquishing control -- Conclusion: a tribal marketing future -- Review and discussion questions -- Keywords -- References -- 12. Facilitating collective brand engagement and collaborative production through cultural marketing / Katherine Thompson -- Overview -- What is Twilight and why should we care? -- What is collective, collaborative consumption and why is it important? -- Cultural marketing elements -- The Twilight community culture -- The advantages of cultural marketing in Twilight -- Similar works of fiction -- different approaches -- Managerial implications for cultural marketing -- Conclusion -- Review and discussion questions -- Keywords -- References -- Internet resources for Twilight plots.
505 8 $a13. Turning a corporate brand upside-down: a case of cultural corporate brand management / Simon Torp -- Overview -- Corporate history -- Corporate religion in the Kjœr Group -- Brand Base -- An economy of symbols -- Turning the world upside down -- Managing culture -- takeaways? -- Conclusion -- Review and discussion questions -- Keywords -- Notes -- References -- pt. III Researching consumers, marketers, and markets -- 14. The way you see is what you get: market research as modes of knowledge production / Dannie Kjeldgaard -- Overview -- Introduction -- Market research: a marketing managerial cornerstone -- Product category and consumer preferences: the structures of a functionalist mode of knowledge production -- Structuring markets through cultural narratives -- The implications of the cultural mode of knowledge production on new product development -- Managerial implications -- Review and discussion questions -- Keywords -- References.
505 8 $a15. Interpretive marketing research: using ethnography in strategic market development / Anu Valtonen -- Overview -- The case for interpretive marketing research -- What makes a study interpretive? -- Why interpretive marketing research? -- Ethnography as an intellectual tool for gaining consumer market insight -- Conclusion: the managerial challenges of deploying interpretive analyses -- Review and discussion questions -- Keywords -- Notes -- References -- 16. Research methods for innovative cultural marketing management (CMM): strategy and practices / Mary C. Gilly -- Overview -- Introduction -- Data collection -- Data analysis and presentation -- Multi-perspective approaches to research -- Conclusion and recommendations for future innovative research -- Review and discussion questions -- Keywords -- References -- 17. Action research methods in consumer culture / Laurel Anderson -- Overview -- Introduction -- General approaches to research methods.
505 8 $aOverview of the action research process -- Four different types of action research -- Managerial implications -- Review and discussion questions -- Keywords -- References -- Appendix: suggested Web resources -- pt. IV Refashioning marketing practices -- 18. Segmentation and targeting reloaded / Mine Ucok Hughes -- Overview -- Segmentation and targeting in the Old World Order -- Towards cultural segmentation and targeting -- Segmenting and targeting ethnic consumers: a (cross- )cultural perspective -- Learning from the field: performing cultural segmentation and targeting -- Conclusion -- Review and discussion questions -- Keywords -- References -- 19. Driving a deeply rooted brand: cultural marketing lessons learned from GM's Hummer advertising / Marius K. Luedicke -- Overview -- Driving a deeply rooted brand -- The birth of the Hummer brand -- The traditional positioning/targeting and communication approach -- Limitations of the traditional approach.
505 8 $aThe culture-sensitive approach to positioning/targeting and communication -- Conclusion -- Review and discussion questions -- Keywords -- Notes -- References -- 20. Value and price / Domen Bajde -- Overview -- The process of value co-production -- The process of price setting -- The pricing situation analysis -- Pricing objectives -- Pricing strategy -- Price implementation -- Conclusion -- Review and discussion questions -- Keywords -- References -- 21. Sales promotion: from a company resource to a customer resource / Isabelle Collin-Lachaud -- Overview -- Traditional sales promotion: principles and limitations -- New consumer responses to measures aimed at stimulating sales -- How can a company's objectives be reconciled with consumer personal identity projects? Some examples of successful campaigns -- Conclusion -- Review and discussion questions -- Keywords -- References -- Internet resources -- 22. Product design and creativity / Nacima Ourahmoune.
505 8 $aOverview -- Introduction -- Product design: from function to culture -- Product design as embodiment of meaning -- HOM creates lingerie for men -- Transforming approaches to design -- Managerial implications -- Conclusion -- Review and discussion questions -- Keywords -- References -- 23. When the diffusion of innovation is a cultural evolution / Deniz Atik -- Overview -- Innovation process -- Traditional marketing approaches to innovation diffusion -- Social and cultural approach to innovation diffusion -- Luxury and perfume, legitimated taste: social imitation and distinction -- Conclusion and implications -- Review and discussion questions -- Keywords -- References -- 24. Gendered bodies: representations of femininity and masculinity in advertising practices / Jacob Ostberg -- Overview -- Introduction -- Theoretical discussion: gender studies and marketing -- Femininity and masculinity in advertising.
505 8 $aConclusion: the consuming body in contemporary consumer culture -- Review and discussion questions -- Exercise -- Keywords -- References -- 25. The ecology of the marketplace experience: from consumers' imaginary to design implications / Veronique Cova -- Overview -- Introduction -- Evoking the imagination: spectacular consumptionscapes -- Cultural identity and the role of place -- Movement, gestures, and practices in marketplaces -- The design of commercial spaces: the merging of functionality and aesthetics -- Conclusion -- Review and discussion questions -- Keywords -- References -- 26. Second-hand markets: alternative forms of retailing / Denis Guiot -- Overview -- The second-hand market: a research blind spot? -- Consuming elsewhere and differently: a challenge to traditional retailing -- Marketing recommendations -- Review and discussion questions -- Keywords -- References.
505 8 $a27. Strategic database marketing: customer profiling as new product development / Nikhilesh Dholakia -- Overview -- Introduction to database marketing -- The context of production -- The mode of flexible production -- Conclusion: marketing strategy implications -- Review and discussion questions -- Keywords -- Notes -- References -- pt. V Institutional issues in the marketing organization and the academy -- 28.(Re)thinking distribution strategy: principles from sustainability / Pierre Mcdonagh -- Overview -- Introduction -- Putting the (re) into distribution -- Achieving success through environmental sustainability: the inverted pyramid of sustainability (TIPS) -- Cultural implications of TIPS -- Managerial implications -- Conclusion -- Review and discussion questions -- Keywords -- Notes -- References -- 29. Institutionalization of the sustainable market: a case study of fair trade in France / Nil Toulouse -- Overview -- Defining the sustainable market.
505 8 $aInstitutionalization of the sustainable market -- Analyzing the institutionalization of fair trade in france -- Managerial implications -- Review and discussion questions -- Keywords -- References -- 30. Catering to consumers or consuming the caterers: a bridge too far ..., way too far / Morris B. Holbrook -- Overview -- Introduction: a bridge too far -- I like Ike -- The customer is king -- Case study: Professor M.B.H. -- Consumption experiences -- Multiple aspects of customer value -- The eight E's, misplaced customer orientation, and the death of academic values -- Conclusion -- Review and discussion questions -- Keywords -- References -- 31. Ethics / Lisa Penaloza -- Overview -- Conceptualizing ethics -- Ethics in marketing: element by element -- The cultural approach to market ethics -- Global market ethics -- Case study: market financialization in the US -- Government -- Review and discussion questions -- Keywords -- References.
650 0 $aMarketing$xManagement$vCross-cultural studies.
650 0 $aExport marketing$vCross-cultural studies.
650 0 $aMarketing$vCross-cultural studies.
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aExport marketing.$2fast$0(OCoLC)fst00918703
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMarketing$xManagement.$2fast$0(OCoLC)fst01010209
655 4 $aElectronic books.
655 7 $aCross-cultural studies.$2fast$0(OCoLC)fst01423769
700 1 $aPeñaloza, Lisa.
700 1 $aToulouse, Nil.
700 1 $aVisconti, Luca M.
776 08 $iPrint version:$tMarketing management.$dAbingdon, Oxon ; New York : Routledge, 2012$z9780415606820$w(DLC) 2011019409$w(OCoLC)725827745
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15084541$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS