Marketing Management

A Cultural Perspective

Business & Finance, Marketing & Sales, International
Cover of the book Marketing Management by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781136597718
Publisher: Taylor and Francis Publication: March 1, 2013
Imprint: Routledge Language: English
Author:
ISBN: 9781136597718
Publisher: Taylor and Francis
Publication: March 1, 2013
Imprint: Routledge
Language: English

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, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights 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, among others.

With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights 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, among others.

With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.

More books from Taylor and Francis

Cover of the book Rethinking Maps by
Cover of the book Exploring Morality and Sexuality in Asian Cinema by
Cover of the book The Aims of Education by
Cover of the book An Analysis of Knowing by
Cover of the book Lessons in Post-War Reconstruction by
Cover of the book Museums, Heritage and International Development by
Cover of the book Chinese Discourses on Translation by
Cover of the book Segregation by
Cover of the book India-Iran Relations by
Cover of the book The Year of Blood by
Cover of the book Becoming A Stepfamily by
Cover of the book Statistics for K-8 Educators by
Cover of the book The Routledge Companion to Social Theory by
Cover of the book How Buddhism Began by
Cover of the book Chan Buddhism in Ritual Context by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy