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,
sociocultural, 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.
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