Can I read Marketing Management : a Cultural Perspective on EtoBox?

Marketing Management : a Cultural Perspective by Luca M. Visconti, Lisa Peñaloza, Nil Toulouse, (eds.) is a nonfiction available to read on EtoBox.

What is Marketing Management : a Cultural Perspective about?

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, sociocultural, 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 distribut

Who reads Marketing Management : a Cultural Perspective?

Author

Luca M. Visconti, Lisa Peñaloza, Nil Toulouse, (eds.)

Publisher

Taylor & Francis Group; Routledge

Published

2019

Language

EN

ISBN

9780203710807

Category

nonfiction

Subjects

Management, Business, Marketing