Marketing Management: A Cultural Perspective

"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"--