2nd Edition
Marketing Management A Cultural Perspective
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.
Introduction
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
Biography
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.
