Marketing Graffiti: The Writing on the Wall, 2nd Edition (Paperback) book cover

Marketing Graffiti

The Writing on the Wall, 2nd Edition

By Mike Saren

© 2018 – Routledge (Textbook (Premium) (DRM-Protected))

336 pages | 79 Color Illus.

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Description

Radical and unique in its approach and presentation, Marketing Graffiti turns the traditional marketing introduction on its head by helping students to understand the part they already play as ‘consumers’ in the marketing process.

Most marketing textbooks tackle the subject as a business function – i.e. how to "do" marketing in companies and other organizations. Marketing Graffiti shows how marketing is not just a business function but a part of our culture, and one in which we are all active as part-time marketers.

By rejecting managerially-driven structures in this way, Saren's approach makes marketing immediate and instantly recognizable as a process and a phenomenon in which we are already complicit. It helps readers to become aware of what they already know.

Critically examining a wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing from a social science and cultural studies perspective as something that we all experience in everyday life.

This new edition of the first critical marketing textbook discusses the role new technologies (such as social media) play in marketing culture and how this can potentially place more power in the clicks of the consumer. It includes new, updated or expanded sections on market exclusion, the role of the consumer in innovation, space and place, pricing, consumer communities, collaborative consumption and social media marketing. Leading experts in these fields of research and marketing practice also contribute additional sections on these topics.

This essential marketing guide is supported by a range of teaching support materials including the latest journal and online references, guides to further reading, teaching slides and test bank questions

Table of Contents

Table of Contents

1.Marketing Contexts

Views of markets

Internal and external contexts

Marketing value

2.Building Relations

Relationships and interactions

Building social relationships

The role of communications

A network perspective to business relationships

3.Consuming Experience

What is consumed?

Why consume? Motivation and stimulation

The role of consumers

4.Creating Solutions

Solutions to what?

Information technology and innovation

Information for innovative solutions

Organizational processes and capabilities

5.Brand Selection

The role of branding

Corporate identity and branding

Fast fashion branding~ from Prada to Primark

6.Moving Space

How markets move space

Moving materials through market space

Moving information – the roleof IT

Social media marketing

About the Author

Michael Saren is Professor of Marketing at the University of Leicester. He has an honorary fellowship of the UK Academy of Marketing, a PhD from the University of Bath and a visiting professorship at Birmingham University. He was a founding editor of the journal Marketing Theory.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS041000
BUSINESS & ECONOMICS / Management
BUS043000
BUSINESS & ECONOMICS / Marketing / General

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