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By:Lisa Penaloza,Nil Toulouse,Luca Massimiliano Visconti
Published on 2013-03-01 by Routledge

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.

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Book ID of Marketing Management's Books is tezFBQAAQBAJ, Book which was written byLisa Penaloza,Nil Toulouse,Luca Massimiliano Viscontihave ETAG "Bm+l4c7vBK0"

Book which was published by Routledge since 2013-03-01 have ISBNs, ISBN 13 Code is 9781136597718 and ISBN 10 Code is 1136597719

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Book which have "584 Pages" is Printed at BOOK under CategoryBusiness and Economics

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Marketing Management -Lisa Penaloza,Nil Toulouse,Luca Massimiliano Visconti- 9781136597718

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