A Cultural Perspective
Edited by Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti
Routledge – 2011 – 584 pages
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.
'This book is long overdue. Marketing is usually taught as the interplay of economics and psychology, even though it’s been accepted, perhaps since Polanyi but certainly since Granovetter, that economics is embedded in social relations. If we disregard the social and cultural, our marketing strategies are precarious, and prone to collapse whenever social relations shift under them.' - John Deighton, Harvard Business School, USA
'I have been dreaming about this book being written, my course will be so much better with this book in existance' - @FinolaK (https://twitter.com/FinolaK aka Finola Kerrigan, Kings College London, UK)
'Understanding the ways in which culture shapes the strategies and tactics of marketers and consumers is a principal challenge of our new century. The authors use many of the approaches of consumer culture theory to tack skillfully between global, regional and local perspectives of a wide range of managerial issues, engaging each of the elements of the marketing mix in a lively and rigorous discussion. This book is unlike any management text you have ever encountered. It will help redefine the field.' - John F. Sherry, Jr., Mendoza College, University of Notre Dame, USA
'This novel book is an invaluable resource for bringing cultural perspectives to the marketing classroom. It highlights the "practical value" of scholarship informed by cultural theory, offering a wide selection of concepts and cases that marketing educators can draw on to provide their students with a contemporary understanding of marketing practice.' - Eileen Fischer, Schulich School of Business, York University, Canada
Introduction (Lisa Peñaloza, Nil Toulouse, Luca M. Visconti) Part I: Global-Local Cultural Domains 1. Cultures, Consumers, and Corporations (Russell Belk) 2. International Marketing at the Interface of the Alluring Global and the Comforting Local (Güliz Ger, Olga Kravets and Özlem Sandıkcı) 3. Mediterranean Shoes Conquer the World - Global Branding from Local Resources: The Camper Case (Daniele Dalli and Simona Romani) 4. Regional Affiliations: Building a Marketing Strategy on Regional Ethnicity (Delphine Dion and Lionel Sitz) 5. Dove in Russia: The Role of Culture in Advertising Success (Natalia Tolstikova) 6. Market Development in the African Context (Benet DeBerry Spence, Sammy K. Bonsu, and Eric J. Arnould) 7. Market Development in the Latin American Context (Judith Cavazos-Arroyo and Silvia González) 8. What Do Chinese Consumers Want?: A Semiotic Approach to Building Brand Literacy in Developing Markets (Laura R. Oswald) Part II: Consumer and Marketer Identity and Community Politics 9. The Relational Roles of Brands (Jill Avery) 10. Experiencing Consumption: Appropriating and Marketing Experiences (Antonella Carù and Bernard Cova) 11. Facilitating Collective Brand Engagement and Collaborative Production through Cultural Marketing (Gabriela Head, Hope Jensen Schau, and Katherine Thompson) 12. Tribal Marketing (Bernard Cova and Avi Shankar) 13. Driving a Deeply Rooted Brand: Cultural Marketing Lessons Learned from GM’s Hummer Advertising (Marius K. Luedicke) 14. Turning a Corporate Brand Upside-Down: A Case of Cultural Corporate Brand Management (Søren Askegaard and Simon Torp) Part III: Researching Consumers, Marketers, and Markets 15. The Way You See is What You Get: Market Research as Modes of Knowledge Production (Sofie Møller Bjerrisgaard and Dannie Kjeldgaard) 16. Interpretive Research in Marketing (Johanna Moisander and Anu Valtonen) 17. Research Methods For Innovative Cultural Marketing Management (CMM): Strategy and Practices (Samantha N. Cross and Mary C. Gilly) 18. Action Research Methods in Consumer Culture (Julie L. Ozanne and Laurel Anderson) Part IV: Refashioning Marketing Practices 19. Segmentation and Targeting Reloaded (Luca M. Visconti and Mine Üçok Hughes) 20. Value and Price (Domen Bajde) 21. Product Design and Creativity (Nacima Ourahmoune) 22. When the Diffusion of Innovation is a Cultural Evolution (Amina Bécheur and Deniz Atik) 23. Gendered Bodies: Representations of Femininity and Masculinity in Advertising Practices (Lorna Stevens and Jacob Ostberg) 24. Sales Promotion: From a Company Resource to a Customer Resource (Philippe Odou, Souad Djelassi, and Isabelle Collin-Lachaud) 25. Second-Hand Markets: Alternative Forms of Retailing (Dominique Roux and Denis Guiot) 26. The Ecology of the Marketplace Experience: From Consumers’ Imaginary to Design Implications (Stefania Borghini, Pauline Maclaran, Gaël Bonnin, and Veronique Cova) 27. Strategic Database Marketing: Customer Profiling as New Product Development (Detlev Zwick and Nikhilesh Dholakia) Part V: Institutional Issues in the Marketing Organization and Academy 28. (Re)thinking Distribution Strategy: Principles from Sustainability (Susan Dobscha, Andrea Prothero, and Pierre McDonagh) 29. Sustainable Development (Nil Toulouse) 30. Catering to Consumers or Consuming to Caterers: A Bridge Too Far…, Way Too Far (Morris B. Holbrook) 31. Ethics and Credit (Lisa Peñaloza)
Lisa Peñaloza is Professor of Marketing at EDHEC Business School, Lille, France. Her work exploring interpellations of cultural meanings and economic valuation in credit/debt, migration, community formation, and retailing is published in the Journal of Consumer Research, Journal of Marketing and Consumption, Markets and Culture.
Nil Toulouse is Professor of Marketing at the Université Lille Nord de France and Skema Business School, France. Nil’s research on sustainability, consumer ethics, immigration and fair trade appears in over 20 articles and chapters in periodicals and books, including the Journal of Macromarketing, Journal of Business Research, and Journal of Business Ethics.
Luca M. Visconti is Associate Professor of Marketing at ESCP Europe, Paris. His work appears in books and journals, including the Journal of Consumer Research, Journal of Advertising, Industrial Marketing Management, Journal of Business Research, Journal of Consumer Culture, and Consumption, Markets and Culture.