Marketing management: a cultural perspective
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2012
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Beschreibung: | Incl. bibliogr. references and index "Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"-- Provided by publisher. |
| Beschreibung: | XXXVIII, 540 S. Ill., graph. Darst. |
| ISBN: | 9780415606820 9780415606837 |
Internformat
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| 245 | 1 | 0 | |a Marketing management |b a cultural perspective |c ed. by Lisa Peñaloza ... |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2012 | |
| 300 | |a XXXVIII, 540 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Incl. bibliogr. references and index | ||
| 500 | |a "Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"-- Provided by publisher. | ||
| 650 | 4 | |a Marketing |x Management |x Cross-cultural studies | |
| 650 | 4 | |a Export marketing |x Cross-cultural studies | |
| 650 | 4 | |a Marketing |x Cross-cultural studies | |
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| 700 | 1 | |a Peñaloza, Lisa |4 edt | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-0-203-35726-2 |
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Datensatz im Suchindex
| _version_ | 1804148677288132608 |
|---|---|
| any_adam_object | |
| author2 | Peñaloza, Lisa |
| author2_role | edt |
| author2_variant | l p lp |
| author_facet | Peñaloza, Lisa |
| building | Verbundindex |
| bvnumber | BV039764025 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 QP 680 |
| ctrlnum | (OCoLC)782110866 (DE-599)BVBBV039764025 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T00:10:56Z |
| institution | BVB |
| isbn | 9780415606820 9780415606837 |
| language | English |
| lccn | 2011019409 |
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| physical | XXXVIII, 540 S. Ill., graph. Darst. |
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| spelling | Marketing management a cultural perspective ed. by Lisa Peñaloza ... 1. publ. London [u.a.] Routledge 2012 XXXVIII, 540 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Incl. bibliogr. references and index "Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"-- Provided by publisher. Marketing Management Cross-cultural studies Export marketing Cross-cultural studies Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Internationales Marketing (DE-588)4125431-4 s Marketingmanagement (DE-588)4168907-0 s Interkulturelle Kompetenz (DE-588)4200053-1 s DE-188 Peñaloza, Lisa edt Erscheint auch als Online-Ausgabe 978-0-203-35726-2 |
| spellingShingle | Marketing management a cultural perspective Marketing Management Cross-cultural studies Export marketing Cross-cultural studies Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4200053-1 (DE-588)4168907-0 (DE-588)4143413-4 |
| title | Marketing management a cultural perspective |
| title_auth | Marketing management a cultural perspective |
| title_exact_search | Marketing management a cultural perspective |
| title_full | Marketing management a cultural perspective ed. by Lisa Peñaloza ... |
| title_fullStr | Marketing management a cultural perspective ed. by Lisa Peñaloza ... |
| title_full_unstemmed | Marketing management a cultural perspective ed. by Lisa Peñaloza ... |
| title_short | Marketing management |
| title_sort | marketing management a cultural perspective |
| title_sub | a cultural perspective |
| topic | Marketing Management Cross-cultural studies Export marketing Cross-cultural studies Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Cross-cultural studies Export marketing Cross-cultural studies Marketing Cross-cultural studies Internationales Marketing Interkulturelle Kompetenz Marketingmanagement Aufsatzsammlung |
| work_keys_str_mv | AT penalozalisa marketingmanagementaculturalperspective |