000			02906cam a2200361 i 4500
001			21345537
003			OSt
005			20230508052334.0
006			m |o d |
007			cr |||||||||||
008			191213s2020 enk ob 001 0 eng
010			_a 2019057595
020			_a9780203710807 _q(ebk)
020			_z9781138561403 _q(hbk)
020			_z9781138561410 _q(pbk)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.13
082	0	0	_a658.8 _223
245	0	0	_aMarketing management : _ba cultural perspective / _cedited by Luca M. Visconti, Lisa Peñaloza, Nil Toulouse.
250			_aSecond edition.
260			_aLondon: _bRoutledge, _c2020.
300			_axxxv, 528 p. ; _bill. ;
504			_aIncludes bibliographical references and index.
520			_a"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 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"--
650		0	_aMarketing _xManagement _xCross-cultural studies.
650		0	_aExport marketing _xCross-cultural studies.
650		0	_aMarketing _xCross-cultural studies.
700	1		_aVisconti, Luca M., _eeditor.
700	1		_aPeñaloza, Lisa, _eeditor.
700	1		_aToulouse, Nil, _eeditor.
942			_2lcc _cBK
999			_c201993 _d201953