000			03280cam a22004218i 4500
001			21335019
003			KPN
005			20221230155650.0
008			191213s2020 enk b 001 0 eng
010			_a 2019057594
020			_a9781138561403 _q(hbk)
020			_a9781138561410 _q(pbk)
020			_z9780203710807 _q(ebk)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.13 _b.M352315 2020
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.
263			_a2008
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2020.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
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.
650		0	_aMarketing _xManagement _xCross-cultural studies.
650		0	_aExport marketing _xCross-cultural studies.
650		0	_aMarketing _xCross-cultural studies.
700	1		_aVisconti, Luca M., _eeditor.
700	1		_aPeñaloza, Lisa, _eeditor.
700	1		_aToulouse, Nil, _eeditor.
776	0	8	_iOnline version: _tMarketing management _bSecond edition. _dNew York : Routledge, 2020. _z9780203710807 _w(DLC) 2019057595
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _c1 _n0
999			_c1121 _d1121