2nd Edition

Marketing Management A Cultural Perspective

Edited By Luca M. Visconti, Lisa Peñaloza, Nil Toulouse Copyright 2020
    564 Pages 66 B/W Illustrations
    by Routledge

    564 Pages 66 B/W Illustrations
    by Routledge

    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, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes.

    This 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 meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight 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. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook.

    Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.


    Luca M. Visconti, Lisa Peñaloza and Nil Toulouse

    Part I: Global-local cultural domains

    1. Cultures, consumers, and corporations

    Russell Belk

    2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success

    Güliz Ger, Olga Kravets, and Özlem Sandıkcı

    3. Regional affiliations: Building a marketing strategy on regional ethnicity

    Delphine Dion and Lionel Sitz

    4. Dove in Russia: The role of culture in advertising success

    Natalia Tolstikova

    5. Market development in the African context

    Benet DeBerry-Spence, Sammy K. Bonsu, and Eric J. Arnould

    6. Market development in the Latin American context

    Judith Cavazos-Arroyo and Silvia González-Garcia

    7. What do affluent 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

    8. The relational roles of brands

    Jill Avery

    9. Experiencing consumption: Appropriating and marketing experiences

    Antonella Carù and Bernard Cova

    10. Facilitating collective engagement through cultural marketing

    Hope Jensen Schau and Alexander Schau

    11. Tribal marketing

    Bernard Cova and Avi Shankar

    12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising

    Marius K. Luedicke

    13. Cultural corporate branding: An encounter of perspectives

    Søren Askegaard and Simon Møberg Torp 

    Part III: Researching consumers, marketers, and markets

    14. How you see is what you get: Market research as modes of knowledge production

    Sofie Møller Bjerrisgaard and Dannie Kjeldgaard

    15. Interpretive marketing research: Using ethnography in strategic market development

    Johanna Moisander, Elina Närvänen and Anu Valtonen

    16. Research methods for innovative cultural marketing management (CMM): Strategy and practices

    Samantha N. Cross and Mary C. Gilly

    17. Action research methods in consumer culture

    Julie L. Ozanne and Laurel Anderson 

    PART IV: Refashioning marketing practices

    18. Re-examining market segmentation: Bifurcated perspectives and practices

    Luca M. Visconti, Mine Üçok Hughes, and Michele Corengia

    19. Value and price

    Domen Bajde and Carlos Díaz Ruiz

    20. Product design and creativity

    Nacima Ourahmoune

    21. When the diffusion of innovation is a cultural evolution

    Deniz Atik and Amina Béji-Bécheur

    22. Gendered bodies: Representations of femininity and masculinity in advertising practices

    Lorna Stevens and Jacob Ostberg

    23. Sales promotion: From a company resource to a customer resource

    Isabelle Collin-Lachaud and Philippe Odou

    24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods

    Dominique Roux and Denis Guiot

    25. The ecology of the marketplace experience: From consumers’ imaginary to design implications

    Stefania Borghini, Pauline Maclaran, Gaël Bonnin, and Veronique Cova

    26. Digital marketing as automated marketing: From customer profiling to computational marketing analytics

    Detlev Zwick and Nikhilesh Dholakia

    PART V: Institutional issues in the marketing organization and academy

    27. (Re)thinking distribution strategy: Principles from sustainability

    Susan Dobscha, Pierre McDonagh, and Andrea Prothero

    28. Institutionalization of the sustainable market: A case study of fair trade in France

    Nil Toulouse and Ahmed Benmecheddal

    29. Commercializing the university to serve students as customers: A bridge too far, way too far

    Morris B. Holbrook

    30. Ethics

    Lisa Peñaloza


    Luca M. Visconti is Professor of Marketing at Università della Svizzera italiana in Lugano, Switzerland, and ESCP Europe in Paris, France. His research deals with consumer vulnerability, cultural branding, and storytelling. He is especially interested in the ultimate effects of consumption, marketing, and markets in terms of personal and societal wellbeing.

    Lisa Peñaloza is Professor of Marketing at Kedge Business School in Bordeaux, France. Her ethnographic research examines how consumers collectively produce identity and community for cultural survival, with attention to social organization and market politics. She teaches masters and doctoral courses on qualitative research, consumer culture, and cultural branding.

    Nil Toulouse is Professor of Marketing at the University of Lille, France. Her research focuses on theoretical issues in transformative research and consumer culture theory, including consumer resistance, ethical consumption, acculturation and identity politics; as well as social marketing and public policy implications, including immigration, fair trade, poverty, and sustainable development.