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The chapters in this volume have been selected from the best papers
presented at the 8th Annual Consumer Culture Theory Conference held
at the home of University of Arizona in Tucson, AZ in June 2013.
The theme of the conference was Building Community Across Borders.
The diverse interpretive research and theory represented in this
volume provides the reader with intellectually stimulating
opportunities to examine the intersections between a variety of
theories and methods that represent the cutting edge in consumer
research. These studies draw on an array of qualitative
methodologies including ethnography, netnography, narrative and
visual analysis, phenomenology, and semiotics. The substantive
topics represent crucial issues for our times including
understanding and navigating cultural diversity and cultural
perspectives on co-creating market value.
The globalization of marketing has brought about an interesting
paradox: as the discipline becomes more global, the need to
understand cultural differences becomes all the more crucial. This
is the challenge in an increasingly international marketplace and a
problem that the world's most powerful businesses must solve. From
this challenge has grown the exciting discipline of ethnic
marketing, which seeks to understand the considerable opportunities
and challenges presented by cultural and ethnic diversity in the
marketplace. To date, scholarship in the area has been lively but
disparate. This volume brings together cutting-edge research on
ethnic marketing from thought leaders across the world. Each
chapter covers a key theme, reflecting the increasing diversity of
the latest research, including models of culture change, parenting
and socialization, responses to web and advertising, role of space
and social innovation in ethnic marketing, ethnic consumer decision
making, religiosity, differing attitudes to materialism,
acculturation, targeting and ethical and public policy issues. The
result is a solid framework and a comprehensive reference point for
consumer researchers, students, and practitioners.
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.
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.
The globalization of marketing has brought about an interesting
paradox: as the discipline becomes more global, the need to
understand cultural differences becomes all the more crucial. This
is the challenge in an increasingly international marketplace and a
problem that the world's most powerful businesses must solve. From
this challenge has grown the exciting discipline of ethnic
marketing, which seeks to understand the considerable opportunities
and challenges presented by cultural and ethnic diversity in the
marketplace. To date, scholarship in the area has been lively but
disparate. This volume brings together cutting-edge research on
ethnic marketing from thought leaders across the world. Each
chapter covers a key theme, reflecting the increasing diversity of
the latest research, including models of culture change, parenting
and socialization, responses to web and advertising, role of space
and social innovation in ethnic marketing, ethnic consumer decision
making, religiosity, differing attitudes to materialism,
acculturation, targeting and ethical and public policy issues. The
result is a solid framework and a comprehensive reference point for
consumer researchers, students, and practitioners.
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