Marketing management: a cultural perspective

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 and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives.

Description based upon print version of record.

Relating to customers

Cover; Marketing Management: A Cultural Perspective; Copyright; Contents; Introduction; Scope and organization of the book; References; Part I: Global-local cultural domains; 1. Cultures, consumers, and corporations; Overview; Food for thought; Food, pleasure, and pain; Conclusion: cultures of food; Review and discussion questions; Keywords; References; 2. International marketing at theinterface of the alluring global and the comforting local; Overview; Cultural positioning: overcoming the dualities ofstandardization/adaptation and global/local

The allure of the global and the comfort of the localMingling the foreign and the familiar: two cases; Managerial implications; Review and discussion questions; Keywords; Note; References; 3. Mediterranean shoes conquer the world: Global branding from local resources: the Camper case; Overview; Introduction; The company and its history; Rooting Camper in the rural Mediterranean world; Transforming the rural Med positioning to include more international images; Conclusion and managerial recommendations; Review and discussion questions; Keywords; Notes; References

4. Regional affiliations: Building a marketing strategy on regional ethnicity…