Brands don't just reflect culture; they shape cultural norms and
values. Move beyond performative inclusive marketing and start
contributing to the cultural conversation. A brand can build a
marketing strategy that resonates with audiences today and impacts
society at large. Learn how to leverage advanced cultural insights
using an approach grounded in understanding cultural values, social
norms and critical perspectives that promote inclusivity. In this
book, cultural analyst Anastasia Karklina Gabriel draws on cultural
analysis, consumer research and semiotics to help readers embed
cultural intelligence into every aspect of strategy. Cultural
Intelligence for Marketers explains how to create a culturally
incisive and inclusive marketing strategy using an evidence-based
approach that builds on advanced insights into culture,
representation, identity and social justice. The book offers an
in-depth perspective on brand-specific cultural insights using a
four-step approach to cultural intelligence. These consist of
communication, culture, community and critical consciousness. The
book dives into cultural branding, inclusive brand storytelling,
cultural semiotics and the nuances of socially responsible,
conscious marketing. Drawing on case studies from brands that are
actively pursuing inclusive strategies like Microsoft, Unilever and
P&G, Gabriel outlines the process of developing a culturally
intelligent approach to strategy that will create lasting impact.
General
Imprint: |
Kogan Page
|
Country of origin: |
United Kingdom |
Release date: |
March 2024 |
First published: |
2024 |
Authors: |
Anastasia Karklina Gabriel
(Senior Lead of Global Insights, Cultural Intelligence and Strategy)
|
Dimensions: |
234 x 156mm (L x W) |
Pages: |
240 |
ISBN-13: |
978-1-398-61403-1 |
Categories: |
Books
|
LSN: |
1-398-61403-3 |
Barcode: |
9781398614031 |
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