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001 9780203710807
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006 m o d
007 cr |||||||||||
008 191213s2020 enk ob 001 0 eng
040 _aOCoLC-P
_beng
_erda
_cOCoLC-P
020 _a9780203710807
_q(ebook)
020 _a0203710800
_q(ebook)
020 _a9781351358811
_q(electronic bk. : Mobipocket)
020 _a1351358812
_q(electronic bk. : Mobipocket)
020 _a9781351358835
_q(electronic bk. : PDF)
020 _a1351358839
_q(electronic bk. : PDF)
020 _a9780203357262
_q(electronic bk.)
020 _a0203357264
_q(electronic bk.)
020 _a9781351358828
_q(electronic bk. : EPUB)
020 _a1351358820
_q(electronic bk. : EPUB)
020 _z9781138561403
_q(hbk)
020 _z9781138561410
_q(pbk)
035 _a(OCoLC)1134461242
035 _a(OCoLC-P)1134461242
050 0 0 _aHF5415.13
072 7 _aBUS
_x000000
_2bisacsh
072 7 _aBUS
_x043000
_2bisacsh
072 7 _aBUS
_x043030
_2bisacsh
072 7 _aKJMV7
_2bicssc
082 0 0 _a658.8
_223
245 0 0 _aMarketing management :
_ba cultural perspective /
_cedited by Luca M. Visconti, Lisa Peñaloza and Nil Toulouse.
250 _aSecond edition.
264 1 _aAbingdon, Oxon ;
_aNew York, NY :
_bRoutledge,
_c2020.
300 _a1 online resource
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bn
_2rdamedia
338 _aonline resource
_bnc
_2rdacarrier
520 _a"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 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"--
_cProvided by publisher.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aMarketing
_xManagement
_xCross-cultural studies.
650 0 _aExport marketing
_xCross-cultural studies.
650 0 _aMarketing
_xCross-cultural studies.
650 7 _aBUSINESS & ECONOMICS / General
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Marketing / General
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / International / Marketing
_2bisacsh
700 1 _aVisconti, Luca M.,
_eeditor.
700 1 _aPeñaloza, Lisa,
_eeditor.
700 1 _aToulouse, Nil,
_eeditor.
856 4 0 _3Taylor & Francis
_uhttps://www.taylorfrancis.com/books/9780203710807
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999 _c129162
_d129162