Marketing Management : A Cultural Perspective book cover
2nd Edition

Marketing Management
A Cultural Perspective

ISBN 9781138561410
Published May 18, 2020 by Routledge
564 Pages 66 B/W Illustrations

FREE Standard Shipping
USD $54.95

Prices & shipping based on shipping country


Book Description

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.

Table of Contents


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

View More



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.