Marketing Management A Cultural Perspective 2nd edition by Luca Visconti, Lisa Pena Penaloza, Nil Toulouse ISBN 113856141X 978-1138561410

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ISBN 10: 113856141X
ISBN 13: 978-1138561410
Author: Luca Visconti,Lisa Pena Penaloza,Nil Toulouse

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.

Marketing Management; A Cultural Perspective 2nd Table of contents:

1. Introduction to Marketing Management and Culture

   • Definition and Overview of Marketing Management
   • The Role of Culture in Marketing
   • Understanding Cultural Differences and Their Impact on Consumer Behavior

2. Cultural Foundations of Marketing

   • Theories and Concepts of Culture
   • Cross-Cultural Consumer Behavior
   • The Influence of Cultural Dimensions (e.g., Hofstede’s Cultural Dimensions)
   • National Culture and Its Role in Shaping Marketing Practices

3. Market Segmentation and Targeting in a Cultural Context

   • Cultural Segmentation: Identifying Cultural Groups
   • Behavioral, Demographic, and Psychographic Segmentation
   • Targeting Cultural Niches in Global Markets

4. Cultural Influences on Consumer Decision Making

   • Psychological and Sociocultural Influences on Buying Behavior
   • The Role of Values, Beliefs, and Attitudes in Consumer Choices
   • Cultural Shifts and Emerging Consumer Trends

5. Product Development and Adaptation Across Cultures

   • Developing Culturally Relevant Products
   • Product Adaptation vs. Standardization
   • Case Studies of Global Brands Adapting to Local Cultures

6. Cultural Communication and Branding

   • Advertising and Promotions in a Cultural Context
   • Cultural Sensitivity in Branding and Messaging
   • The Role of Symbols, Language, and Imagery in Marketing Communications

7. Pricing Strategies and Culture

   • Cultural Influences on Perceptions of Value and Price
   • Pricing Strategies for Different Cultural Markets
   • The Impact of Currency, Economic Systems, and Local Preferences on Pricing

8. Distribution and Global Marketing Channels

   • Navigating Distribution Channels in Culturally Diverse Markets
   • Retailing and E-Commerce Across Cultures
   • The Role of Technology in Bridging Cultural Gaps in Distribution

9. Cultural Challenges in International Marketing

   • The Complexity of Entering Emerging Markets
   • Cross-Cultural Management in Marketing Teams
   • Overcoming Barriers to International Market Entry

10. Sustainability, Ethics, and Corporate Social Responsibility in Different Cultures

    • Cultural Perspectives on Sustainability and Ethics in Marketing
    • CSR Initiatives and Their Reception Across Cultures
    • Ethical Marketing Practices in a Global Context

11. Digital Marketing in a Cross-Cultural World

    • The Role of Social Media in Cross-Cultural Marketing
    • Online Consumer Behavior in Different Cultural Contexts
    • Adapting Digital Marketing Strategies for Local Markets

12. Case Studies in Cultural Marketing

    • In-depth Case Studies of Global Brands and Their Cultural Marketing Strategies
    • Successful and Unsuccessful Examples of Culturally Sensitive Marketing

13. Future Directions in Marketing and Culture

    • The Evolving Role of Culture in Global Marketing
    • Emerging Markets and Cultural Trends
    • The Future of Cross-Cultural Marketing Research and Practice

Conclusion

• Key Takeaways and Cultural Insights for Marketers
• Implementing Effective Cultural Marketing Strategies

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