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  • Produktbild: Marketing Management
  • Produktbild: Marketing Management

Marketing Management A Cultural Perspective

Fr. 273.00

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

20.05.2020

Abbildungen

schwarz-weiss Illustrationen, Raster, schwarz-weiss, Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss

Herausgeber

Luca M. Visconti + weitere

Verlag

Taylor and Francis

Seitenzahl

564

Maße (L/B/H)

26/18.3/3.5 cm

Gewicht

1200 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-138-56140-3

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

20.05.2020

Abbildungen

schwarz-weiss Illustrationen, Raster, schwarz-weiss, Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss

Herausgeber

Verlag

Taylor and Francis

Seitenzahl

564

Maße (L/B/H)

26/18.3/3.5 cm

Gewicht

1200 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-138-56140-3

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Marketing Management
  • Produktbild: Marketing Management
  • Introduction Luca M. Visconti, Lisa Peñaloza and Nil Toulouse Part I: Global-local cultural domains 1. Cultures, consumers, and corporations Russell Belk 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success Güliz Ger, Olga Kravets, and Özlem Sandıkcı 3. Regional affiliations: Building a marketing strategy on regional ethnicity Delphine Dion and Lionel Sitz 4. Dove in Russia: The role of culture in advertising success Natalia Tolstikova 5. Market development in the African context Benet DeBerry-Spence, Sammy K. Bonsu, and Eric J. Arnould 6. Market development in the Latin American context Judith Cavazos-Arroyo and Silvia González-Garcia 7. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets Laura R. Oswald　 Part II: Consumer and marketer identity and community politics 8. The relational roles of brands Jill Avery 9. Experiencing consumption: Appropriating and marketing experiences Antonella Carù and Bernard Cova 10. Facilitating collective engagement through cultural marketing Hope Jensen Schau and Alexander Schau 11. Tribal marketing Bernard Cova and Avi Shankar 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising Marius K. Luedicke 13. Cultural corporate branding: An encounter of perspectives Søren Askegaard and Simon Møberg Torp　 Part III: Researching consumers, marketers, and markets 14. How you see is what you get: Market research as modes of knowledge production Sofie Møller Bjerrisgaard and Dannie Kjeldgaard 15. Interpretive marketing research: Using ethnography in strategic market development Johanna Moisander, Elina Närvänen and Anu Valtonen 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices Samantha N. Cross and Mary C. Gilly 17. Action research methods in consumer culture Julie L. Ozanne and Laurel Anderson　 PART IV: Refashioning marketing practices 18. Re-examining market segmentation: Bifurcated perspectives and practices Luca M. Visconti, Mine Üçok Hughes, and Michele Corengia 19. Value and price Domen Bajde and Carlos Díaz Ruiz 20. Product design and creativity Nacima Ourahmoune 21. When the diffusion of innovation is a cultural evolution Deniz Atik and Amina Béji-Bécheur 22. Gendered bodies: Representations of femininity and masculinity in advertising practices Lorna Stevens and Jacob Ostberg 23. Sales promotion: From a company resource to a customer resource Isabelle Collin-Lachaud and Philippe Odou 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods Dominique Roux and Denis Guiot 25. The ecology of the marketplace experience: From consumers’ imaginary to design implications Stefania Borghini, Pauline Maclaran, Gaël Bonnin, and Veronique Cova 26. Digital marketing as automated marketing: From customer profiling to computational marketing analytics Detlev Zwick and Nikhilesh Dholakia PART V: Institutional issues in the marketing organization and academy 27. (Re)thinking distribution strategy: Principles from sustainability Susan Dobscha, Pierre McDonagh, and Andrea Prothero 28. Institutionalization of the sustainable market: A case study of fair trade in France Nil Toulouseand Ahmed Benmecheddal 29. Commercializing the university to serve students as customers: A bridge too far, way too far Morris B. Holbrook 30. Ethics Lisa Peñaloza