| 000 | 02471cam a2200337 a 4500 | ||
|---|---|---|---|
| 003 | DLC | ||
| 005 | 20161206183815.0 | ||
| 008 | 110513s2012 enka b 001 0 eng | ||
| 010 | _a2011019409 | ||
| 020 | _a9780415606820 (hardback) | ||
| 020 | _a0415606829 (hardback) | ||
| 020 | _a9780415606837 | ||
| 020 | _a0415606837 | ||
| 040 |
_aDLC _cDLC _dYDX _dBTCTA _dCDX _dUKMGB _dYDXCP |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.13 _bM352315 2012 |
| 082 | 0 | 0 |
_a658.8 _223 |
| 092 |
_a658.8 _bM345 P39 |
||
| 245 | 0 | 0 |
_aMarketing management : _ba cultural perspective / edited by Lisa Peñaloza, Nil Toulouse and Luca M. Visconti. |
| 260 |
_aAbingdon, Oxon ; _aNew York : _bRoutledge, _c2012. |
||
| 300 |
_axxxviii, 540 p. : _bill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _a"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"-- | ||
| 650 | 0 |
_aMarketing _xManagement _xCross-cultural studies. _93440 _0(local)60175 |
|
| 650 | 0 |
_aExport marketing _xCross-cultural studies. _93441 _0(local)60176 |
|
| 650 | 0 |
_aMarketing _xCross-cultural studies. _93442 _0(local)60177 |
|
| 700 | 1 |
_aPeñaloza, Lisa. _93443 _0(local)60178 |
|
| 700 | 1 |
_aToulouse, Nil. _93444 _0(local)60179 |
|
| 700 | 1 |
_aVisconti, Luca M. _93445 _0(local)60180 |
|
| 942 |
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| 999 |
_c2943 _d2943 |
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