Marketing Management by Luca M. Visconti, Lisa Pealoza, Nil ... - 9781138561410

Taylor & Francis

Marketing ManagementA Cultural Perspective\nAuthor(s): Luca M. Visconti, Lisa Pealoza, Nil Toulouse\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138561410, 978-1138561410\nSynopsis\nCulture 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. \n\nThis 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 meaning.