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 to better comprehend their relationships in markets. This book highlights 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, among others.
With global contributions grounded in the authors' primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.
The market environment is changing rapidly. Prior to scanner data, ACNielsen, the major supplier of information on brand performances, said its business was to provide the score but not to explain or predict it. Now, model-based insights are not only demanded by managers, but can also be meaningfully provided. It is common for managers in many countries to receive market feedback frequently, quickly and in great detail due to the use of scanners and computers. With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances.
Pioneers in Marketing presents a collection of eight biographical essays about seminal marketing scholars of the twentieth century, focusing on the careers and contributions of those who contributed most to the development of the marketing discipline. Five of the eight biographies rely extensively on archival materials which allow for a much more detailed examination of the subject's life and career than earlier published sketches, and two of the biographies in this collection are drawn from from extensive interviews with the subject. The careers of most of the scholars included in this volume were centered on the first half of the twentieth century, during which time marketing emerged as a university discipline.Introduced with a chapter that discusses biography as a form of historical writing in marketing, author Ian Dennis offers a rationale for biography as an approach to studying marketing history, outlines methodology for doing biographical research, and explores sources of biographical material. The final chapter delves into common themes of the biographies, lessons that can be learned from this collection, and offers suggestions for further biographical research.
Where are the Spanish Steps? What is the modern-day name for Byzantium? Where is Wrigley Field? These and many more questions are answered in these fact-filled puzzles, making them an entertaining and informative way to learn about famous cities around the world. (Answers: Rome, Istanbul, and Chicago.)Scan the grids to discover groups of letters that spell - forward or backward, vertically, horizontally, or diagonally - the names of waterways, thoroughfares, airports, landmarks, government buildings, royal residences, and other notable aspects of 50 cities, including Rio de Janeiro, Mecca, Oslo, Montreal, Hong Kong, Athens, New York, and many more. All subjects are listed and identified in a section below the letter grids. And if you're stumped, you'll find solutions in back - but try not to peek!
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