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
Views of markets
Internal and external contexts
Relationships and interactions
Building social relationships
The role of communications
A network perspective to business relationships
What is consumed?
Why consume? Motivation and stimulation
The role of consumers
Solutions to what?
Information technology and innovation
Information for innovative solutions
Organizational processes and capabilities
The role of branding
Corporate identity and branding
Fast fashion branding~ from Prada to Primark
How markets move space
Moving materials through market space
Moving information – the roleof IT
Social media marketing