Marketing Management A Cultural Perspective
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- Hardcover ausgewählt
- Taschenbuch
- eBook
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Sprache:Englisch
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Verlag:Taylor & Francis
Fr. 252.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
16.12.2011
Abbildungen
26 Line drawings, black and white 67 Halftones, black and white 33 Tables, black and white 93 Illustrations, black and white
Herausgeber
Luca M. Visconti + weitereVerlag
Taylor & FrancisSeitenzahl
584
Maße (L/B/H)
18.4/25.5/3.2 cm
Gewicht
1270 g
Sprache
Englisch
ISBN
978-0-415-60682-0
"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"--
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