Marketing management: a cultural perspective
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| Format: | Buch |
| Sprache: | English |
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London ; New York
Routledge
2020
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| Ausgabe: | Second edition |
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXV, 528 Seiten |
| ISBN: | 9781138561410 9781138561403 |
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| adam_text | Contents List of contributors Preface Introduction ХІХ xxxiii 1 PARTI Global-local cultural domains 15 1 17 Cultures, consumers, and corporations RUSSELL BELK Overview 17 1.1 Foodfor thought 19 1.1.1 Tastes, distastes, and identities 19 1.1.2 Food symbolism and diffusion 20 1.1.3 Cooking and feasting 22 1.2 Food, pleasure, and pain 23 1.2.1 You are what you eat 23 1.2.2 Food, health, and morality 24 1.2.3 Discipline and indulgence 25 1.3 Conclusion: Cultures offood 26 Exercise 26 Review and discussion questions 27 Keywords 27 References 27 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 SANDIKÇI Overview 33 2.1 Cultural positioning: Overcoming the dualities ofstandardization/ adaptation and global/local 33 2.2 The allure of the global and the comfort of the local 36 33
vi Contents 2.3 Mingling the foreign and the familiar: Two cases 38 2.3.1 ... With a scent of home 38 2.3.2 ... Marketing Cola Turka in Turkey 41 2.4 Managerial implications 44 Review and discussion questions 45 Keywords 45 References 45 3 Regional affiliations: Building a marketing strategy on regional ethnicity DELPHINE DION AND LIONEL SITZ Overview 47 3.1 From a utilitarian to a cultural consideration of the region 47 3.1.1 The region as a product place-of-origin 48 3.1.2 Regional affiliations 49 3.2 Regional marketing 50 3.2.1 3.2.2 3.2.3 3.2.4 Drawing on regional cultural resources 50 Resisting globalization 51 Inscribing the region in globalization 52 Allowing regional ostentation 53 3.3 Conditions of applicability 53 3.3.1 Market size 54 3.3.2 Target heterogeneity 55 Review and discussion questions 56 Keywords 57 References 57 Online resources 58 4 Dove in Russia: The role of culture in advertising success NATALIA TOLSTIKOVA Overview 59 4.1 Introduction 59 4.1.1 Introduction: The attractiveness of Russia 59 4.1.2 Introduction: Importance of advertising in winning the new markets 60 4.1.3 Introduction: Research tools for the appraising of international cultures 61 4.2 Advertising case: Dove in Russia 62 4.2.1 Public reaction to the campaign: Findings 63 4.3 Secondary research considerations 64 4.3.1 4.3.2 4.3.3 4.3.4 4.3.5 4.3.6 Attitudes toward advertising 64 Attitudes toward consumption in Russia 65 Attitudes toward gender 66 Attitudes toward beauty 66 Glossy women’s magazines 67 Globalization 68 4.4 Primáty research considerations 68 4.5 Discussion and managerial
implications 69 Review and discussion questions 70
Contents vii Keywords 70 References 70 5 Market development in the African context 72 BENET DEBERRY-SPENCE, SAMMY K. BONSU, AND ERIC J. ARNOULD Overview 72 5.1 Cultural positioning 72 5.2 African markets: Then and now 73 5.3 Market development in Africa 75 5.4 Adaptive strategies for domestic market development 76 5.4.1 Case 1 : MTN 76 5.4.2 Other adaptive strategies 79 5.5 Developing export markets 80 5.5.1 Case 2: Idea! Providence Farms (shea butter) 81 5.5.2 Case 3: Export marketing: Integrated Tamale Fruit Company 83 5.5.3 Case 4: Intra-African onion export marketing 84 5.6 Concluding remarks 84 Review and discussion questions 85 Keywords 85 References 85 6 Market development in the Latin American context 88 JUDITH CAVAZOS-ARROYO AND SILVIA GONZÁLEZ-GARCÍA Overview 88 6.1 Introduction 88 6.2 Evolution of market development and consumer culture 88 6.3 Cultural diversity in consumer culture 90 6.4 Cultural diversity in market segmentation 92 6.4.1 6.4.2 6.4.3 6.4.4 6.4.5 Consumer identity combines traditional, modern and postmodern features 92 Cultural diversity in market segmentation 93 Cultural tension and corruption 93 Formal and informal trade 94 Consumer agency 97 6.5 Strategic cultural marketing implications 99 6.6 Conclusion 101 Review and discussion questions 101 Keywords 102 References 102 7 What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets LAURA R. OSWALD Overview 106 7.1 Brand equity 106 106
viii Contents 7.1.1 Consumer needs and wants 107 7.1.2 The brand equity hierarchy 107 7.1.3 The challenge of global branding 107 7.2 Case study: What do affluent Chinese consumers want? 108 7.2.1 7.2.2 7.2.3 7.2.4 Background 109 Study design 109 Findings summary 110 The historical context 110 7.3 Brand literacy 111 7.3.1 Stages of brand literacy 111 7.3.2 Barriers to engagement 112 7.4 Brand audit exercise: A semiotic analysis of luxury perfume ads 112 7.4.1 The binary analysis 112 7.4.2 Brand literacy and cognition 114 7.5 Brand literacy in semiotic perspective 114 7.5.1 Brand literacy and language learning 115 7.6 Implications for consumer research 116 7.6.1 Implications for marketers 117 7.6.2 The culture factor 117 7.6.3 The role of advertising 118 7.7 Conclusions 119 Review and discussion questions 119 Keywords 119 References 120 PART II Consumer and marketer identity and community politics 8 The relational roles of brands JILL AVERY Overview 123 8.1 Relating to customers 123 8.2 Relating to brands 124 8.2.1 8.2.2 8.2.3 8.2.4 8.2.5 Why consumers form relationships with brands 124 Relating to others through brands 124 Brands as social glue 125 Types of consumer-brand relationships 126 Managerial implications 128 8.3 Customer relationship management 129 8.3.1 8.3.2 8.3.3 8.3.4 8.3.5 Why are relationships missing from CRM? 129 Brands as relational partners 130 The rules of consumer-brand relationships 132 Negotiating consumer-brand relationships 134 Managerial implications 135 8.4 Conclusion 136 Review and discussion questions 137 Keywords 137 References 138
Contents 9 Experiencing consumption: Appropriating and marketing experiences ix і 39 ANTONELLA CARŮ AND BERNARD COVA Overview 139 9.1 The prevailing managerial approaches to experiencing consumption 140 9.2 A critical approach to experiential marketing 142 9.2.1 Production of experience 143 9.2.2 The extraordinar) nature of experience 144 9.2.3 Access to experience 144 9.3 A cultural approach to the management of consumption experiences 145 9.3.1 Support systems 145 9.3.2 Collective action 147 9.3.3 Self-determination 148 9.4 Conclusion: In praise of a pluralistic approach 149 Review and discussion questions 150 Keywords 150 References 150 10 Facilitating collective engagement through cultural marketing 153 HOPE JENSEN SCHAU AND ALEXANDER SCHAU 10.1 Introduction 153 10.2 Twilight community overview 154 10.3 Cultural marketing elements 154 10.3.1 Resonating themes 154 10.3.2 Techno-social spaces 157 10.3.3 Behavioral templates 158 10.4 The Twilight community culture 159 10.4.1 Ideology 160 10.4.2 Norms 160 10.4.3 Beliefs 161 10.4.4 Rituals 162 10.5 The advantages of cultural marketing in Twilight 162 10.6 Similar works offiction—different approaches 163 10.7 Using cultural marketing to reach consumers ¡64 10.8 Conclusion 165 Review and discussion questions 165 Exercises 165 Keywords 165 References 166 11 Tribal marketing BERNARD COVA AND AVI SHANKAR Overview 168 11.1 “It’s a tribe Jim, but not as we know it 168 11.2 Tribes and brand communities 170 168
x Contents 11.3 From exchange value and use value to linking value 171 11.4 Tribal marketing versus traditional marketing 173 11.5 How to identify the potential of a consumer tribe 174 11.6 The three major steps of a tribal marketing approach 177 11.7 The limits of tribal marketing approaches: Relinquishing control 179 11.8 Conclusion: A tribal marketing future 181 Review and discussion questions 181 Keywords 182 References 182 12 Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising MARIUS K. LUEDICKE Overview 183 12.1 Driving a deeply-rooted brand 183 12.2 The birth of the Hummer brand 184 12.3 The traditional targeting and communication approach 185 12.4 Limitations of the traditional approach 187 12.5 The culture-sensitive approach to targeting and communication 189 12.5.1 Study the cultural nexus of the brand 189 12.5.2 Address cultures, not individuals 194 12.6 Conclusion 196 Review and discussion questions 197 Keywords 197 References 198 13 Cultural corporate branding: An encounter of perspectives SØREN ASKEGAARD AND SIMON M0BERG TORP Overview 199 13.1 State of the art 200 13.2 Corporate religion 203 13.2.1 Corporate history of Kjaer Group 204 13.2.2 Corporate religion in Kjaer Group 204 13.2.3 The value explosion and confusion 206 13.3 Brand Base 206 13.3.1 An encounter between academic research and corporate identity and image 206 13.4 Implications for marketers 208 13.4.1 Implications for Kjaer: Turning the world upside down 208 13.4.2 Concluding takeaways in terms of managing culture 210 13.5 Final conclusions and
pedagogical suggestions 213 Review and discussion questions 213 Keywords 214 References 214
Contents xi PART III Researching consumers, marketers, and markets 217 14 How you see is what you get: Market research as modes of knowledge production 219 SOFIE MØLLER BJERRISGAARD AND DANNIE KJELDGAARD Overview 219 14.1 Introduction 219 14.2 The marketing concept and market orientation 220 14.3 The eternal battle in/of marketing research 221 14.3.1 14.3.2 14.3.3 14.3.4 14.3.5 Mirroring and measuring market demand 222 Interpreting and understanding consumers 223 The empirical setting, data, and strategies of interpretation 224 Modes of knowledge production 225 Product category and consumer preferences—The structures of a functionalist mode of knowledge production 225 14.3.6 Summarizing 228 14.4 Cultural narratives as the structuring of markets 228 14.4.1 Summarizing 231 14.5 Two modes of knowledge production 231 14.6 Marketing implications: The cultural mode of knowledge production in new product development 231 14.7 Conclusions 234 Review and discussion questions 234 Keywords 235 References 235 15 Interpretive marketing research: Using ethnography in strategic market development 237 JOHANNA MOISANDER, ELINA NÄRVÄNEN, AND ANU VALTONEN Overview 237 15.1 The case for interpretive marketing research 237 15.2 What makes a study interpretive? 239 15.3 Why is interpretive marketing research important for marketing strategy? 241 15.4 Ethnography as an intellectual tool for gaining Thick Data on consumers 242 15.5 Using ethnographic participation in revitalizing a brand 246 15.6 Market shaping through ethnography 247 15.7 Conclusion: The managerial challenges of deploying
interpretive analyses 249 Key takeaways 250 Review and discussion questions 251 Keywords 251 References 251
xii Contents 16 Research methods for innovative cultural marketing management (CMM): Strategy and practices SAMANTHA N. N. CROSS AND MARY C. G1LLY Overview 254 16.1 Introduction 254 16.2 Data collection 255 16.3 Data analysis and presentation 260 16.3.1 Observation through visualization 261 16.3.2 Researcher/participant collaboration 263 16.4 Multi-perspective approaches to research 264 16.4.1 Multi-method approach 265 16.4.2 Cross-disciplinary approach 265 16.5 Summary and recommendations for future innovative research 266 Key takeaways 266 Review and discussion questions 267 Keywords 268 References and other resources 268 17 Action research methods in consumer culture JULIE L. OZANNE AND LAUREL ANDERSON Overview 270 17.1 Introduction 270 17.2 General approaches to research methods 271 17.3 Overview of the action research process 273 17.4 Four different types of action research 274 17.4.1 An embedded cultural tool for understanding individuals: Oral history 275 17.4.2 An imported cultural tool for understanding individuals: Collages 276 17.4.3 An embedded cultural tool for understanding communities: Web-based collaboration 277 17.4.4 An imported cultural tool for understanding community: Photovoice 278 17.5 Managerial implications 280 Review and discussion questions 280 Keywords 281 References 281 Online resources 282 PART IV Refashioning marketing practices 18 Re-examining market segmentation: Bifurcated perspectives and practices LUCA M. VISCONTI, MINE ÜÇOK HUGHES, AND MICHELE CORENGIA Overview 287
Contents xiii 18.1 Market segmentation: Art or science? 288 18.2 A longitudinal analysis of the premises grounding market segmentation 290 18.2.1 18.2.2 18.2.3 18.2.4 Preference agglomeration and differentiability 290 Exhaustiveness 291 Stability 293 Measurability, relevance, and accessibility 294 18.3 The segmentation process: Linearity, instantaneity, and dis curs ivity 296 18.3.1 The marketing science approach: Hypersegmentation, hypertargeting, and personalization 298 18.3.2 The cultural marketing approach: A discursive practice 300 18.4 Expanding segmentation criteria 303 18.4.1 Direct versus indirect segmentation criteria 303 18.4.2 Top-down versus bottom-up segmentation criteria 304 18.5 Conclusion 307 Review and discussion questions 308 Keywords 309 References 309 19 Value and price 313 DOMEN BAJDE AND CARLOS DÍAZ RUIZ Overview 313 19.1 Exchange value 313 19.2 Perceived value 313 19.3 Use value 314 19.4 Value co-creation 315 19.5 The process ofpricing 315 19.6 The pricing situation analysis 316 19.6.1 19.6.2 19.6.3 19.6.4 Internal company dynamics 316 Competitive dynamics 318 Socio-legal dynamics 319 Consumption dynamics 321 19.7 Pricing objectives 322 19.8 Pricing strategies 323 19.9 Price implementation 324 19.10 Summary 325 Review and discussion questions 325 Keywords 326 References 326 20 Product design and creativity nacima ourahmoune Overview 328 20.1 Introduction 328 20.1.1 Product design: From function to culture 329 20.1.2 Functionalist product design 330 328
xiv Contents 20.2 Product design as embodiment of meaning 331 20.3 HOM creates lingerie for men 333 20.3.1 HOM product innovation story 333 20.3.2 How is HOM’s success to be accounted for? 334 20.4 Transforming approaches to design 336 20.4.1 Consumers as co-creators 336 20.4.2 Sustainable development and product design 338 20.4.3 Conclusion 339 20.5 Managerial implications 340 20.5.1 Conceptualizing 340 20.5.2 Implementing 340 20.5.3 Optimizing 341 Review and discussion questions 341 Keywords 341 References 341 21 When the diffusion of innovation is a cultural evolution 343 DENİZ ATIK AND AMINA BÉJI-BÉCHEUR Overview 343 21.1 Innovation process 343 21.1.1 21.1.2 21.1.3 21.1.4 Innovation and creative destruction 344 Traditional marketing approaches to innovation diffusion 345 Social and cultural approach to innovation diffusion 346 Technological innovation mediated by cultural context 347 21.2 Luxury, perfume, and legitimated taste: Social imitation and distinction 348 21.2.1 Innovation that builds new cultural norms: The creation and diffusion of fashion 349 21.2.2 The process of institutionalization 351 21.2.3 Interagency and the role of consumers in the creation and diffusion of fashion 353 21.3 Conclusions and implications 354 Takeaways 356 Review and discussion questions 356 Keywords 357 References 357 22 Gendered bodies: Representations of femininity and masculinity in advertising practices LORNA STEVENS AND JACOB OSTBERG Overview 359 22.1 Introduction 359 22.1.1 Differences between the traditional and the cultural approach 360 22.1.2 Managerial contribution of the
cultural approach 361 22.2 Theoretical discussion: Gender studies and marketing 362 22.3 Femininity and masculinity in advertising 364 359
Contents XV 22.3.1 The camal feminine՜’ 365 22.3.2 Undesirable and desirable males 368 22.4 Concluding discussion: The consuming body in contemporary consumer culture 371 Exercise 372 Review and discussion questions 372 Keywords 373 References 373 23 Sales promotion: From a company resource to a customer resource 374 ISABELLE COLLIN-LACHAUD AND PHILIPPE ODOU Overview 374 23.1 Traditional sales promotion: Principles and limitations 374 23.1.1 Traditional sales promotion principles 374 23.1.2 Traditional sales promotion limitations 376 23.2 New consumer responses to measures aimed at stimulating sales 377 23.2.1 Sales promotion as a resource for the consumer 377 23.2.2 Consumer resistance to programs aiming at stimulating sales: From skeptical to cynical consumers 380 23.3 How can companies’ objectives be reconciled with consumer personal identity projects? Some examples of successful campaigns 381 23.3.1 Providing consumers with economic and time resources for the pursuit of smart, wise or responsible consumption: Consumption as integration 381 23.3.2 Surprising customers through creativity: Mobilizing consumers’ ludic resources for consumption as experience 381 23.3.3 Offering consumers social and utopian resources for consumption as play and classification 382 23.3.4 How can companies activate cultural resources? By customer empowerment and co-design strategy 384 23.4 Conclusion 385 Review and discussion questions 386 Keywords 386 References 386 Online resources 387 24 Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods 388
DOMINIQUE ROUX AND DENIS GUIOT Overview 388 24.1 Shifting cultural representations ofsecond-hand buying behaviors 389 24.2 Mapping second-hand markets 391 24.3 Motivations to buy, sell, and exchange used goods: Consuming elsewhere and differently 393 24.3.1 Economic motivations: Earning/saving money 393 24.3.2 Practical motivations: Decluttering and recirculating objects conveniently 394
xvi Contents 24.3.3 Hedonic/recreational motivations: Bringing extra soul into consumption 394 24.3.4 Ethical/critical motivations՛. Reassessing value and challenging market principles 397 24.4 Second-hand profiles and practices 398 24.5 Lessons for the retail sector 402 24.5.1 Absence of real barriers to entry 402 24.5.2 Reversal of trade principles and of actors roles 403 24.5.3 Lateral recycling and the extension of the life of products 403 Review and discussion questions 404 Keywords 404 References 404 25 The ecology of the marketplace experience: From consumers’ imaginary to design implications 408 STEFANIA BORGHINI, PAULINE MACLARAN, GAEL BONNIN, AND VERONIQUE COVA Overview 408 25.1 Introduction 408 25.2 Evoking the imagination: Spectacular consumptions capes 409 25.2.1 The use of themed retail environments 410 25.2.2 The social ro!e of everyday/mundane consumptionscapes 414 25.3 Cultural identity and the role ofplace 415 25.4 Movements, gestures, and practices in marketplaces 416 25.5 The design of commercial spaces: The merge offunctionality and aesthetics 418 25.5.1 The aesthetics of servicescapes 420 25.6 Conclusions 423 Review and discussion questions 424 Keywords 424 References 425 26 Digital marketing as automated marketing: From customer profiling to computational marketing analytics DETLEV ZWICK. AND NIKHILESH DHOLAKIA Overview 427 26.1 The beginnings: Database marketing 428 26.2 The context ofproduction 430 26.3 Early forms of customer production 431 26.4 Towards the flexible production of customers 432 26.5 From the production ofprofiles to the production
ofsubjectivity 435 26.6 Conclusion: Strategic marketing implications 437 Review and discussion questions 438 Keywords 438 References 439 427
Contents xvii PART V Institutional issues in the marketing organization and academy 441 27 (Re)thinking distribution strategy: Principles from sustainability 443 SUSAN DOBSCHA, PIERRE MCDONAGH,AND ANDREA PROTHERO Overview 443 27.1 Introduction 443 27.2 Putting the (re) into distribution 444 27.3 Achieving success through environmental sustainability: The Inverted Pyramid of Sustainability (TIPS) 446 27.3.1 (Cultural) strategies related to each stage of TIPS 447 27.3.2 Refuse 448 27.3.3 Reduce 449 27.3.4 Reuse 449 27.3.5 Repair 450 27.3.6 Redistribute 451 27.3.7 Recycle 452 27.3.8 Throw away 453 27.4 Cultural implications of TIPS 453 27.5 Managerial implications 453 27.6 Conclusions 454 Review and discussion questions 454 Keywords 455 References 455 28 Institutionalization of the sustainable market: A case study of fair trade in France NIL TOULOUSE AND AHMED BENMECHEDDAL Overview 457 28.1 Defining the sustainable market 457 28.2 Institutionalization of the sustainable market 459 28.3 Analyzing the institutionalization offair trade in France 460 28.3.1 Timeline of the institutionalization of fair trade 462 28.3.2 Legitimacy of fair trade organizations 465 28.4 Managerial implications 468 28.5 Takeaways 468 Review and discussion questions 468 Keywords 469 References 469 457
xviii Contents 29 Commercializing the university to serve students as customers: A bridge too far, way too far 47! MORRIS B. HOLBROOK Overview 471 29.1 Introduction: A bridge too far 471 29.2 Ilikéiké 472 29.2.1 Prophesy fulfilled 472 29.3 The customer is king 473 29.3.1 Businesses as prospective cUents for consuhing services or employers of graduates 473 29.3.2 Students or their parents as consumers of the educational offering 473 29.3.3 Irony abounding 474 29.4 Case study: Professor M.B.H. 474 29.5 Consumption experience 476 29.6 A definition of consumer value 477 29.7 Three dimensions of consumer value 478 29.8 A typology of consumer value: The Eight E ’s 479 29.8.1 Impoverished preoccupations: A misplaced customer orientation 479 29.8.2 Missing values 481 29.9 Conclusion 483 Takeaways 484 Review and discussion questions 485 Keywords 485 References 485 30 Ethics 487 LISA PEÑALOZA Overview 487 30.1 Introduction 487 30.2 Conceptualizing ethics 489 30.3 The cultural approach to marketing ethics 490 30.4 The AMA code of ethics 494 30.5 Ethics in marketing—element by element 496 30.6 Global market ethics 497 30.7 Case—marketfinancialization in the US 500 Review and discussion questions 507 Keywords 507 References 507 Index 512
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| genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV045280003 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T08:13:45Z |
| institution | BVB |
| isbn | 9781138561410 9781138561403 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030667601 |
| oclc_num | 1159333505 |
| open_access_boolean | |
| owner | DE-188 DE-473 DE-BY-UBG DE-1050 DE-706 DE-M347 |
| owner_facet | DE-188 DE-473 DE-BY-UBG DE-1050 DE-706 DE-M347 |
| physical | XXXV, 528 Seiten |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Routledge |
| record_format | marc |
| spelling | Marketing management a cultural perspective edited by Luca M. Visconti, Lisa Penaloza and Nil Toulouse Second edition London ; New York Routledge 2020 XXXV, 528 Seiten txt rdacontent n rdamedia nc rdacarrier Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 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-604 Visconti, Luca M. (DE-588)1136149937 edt Peñazola, Lisa edt Özçaglar-Toulouse, Nil (DE-588)13735505X edt Erscheint auch als Onlineausgabe 978-0-203-71080-7 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030667601&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing management a cultural perspective Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4125431-4 (DE-588)4200053-1 (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 edited by Luca M. Visconti, Lisa Penaloza and Nil Toulouse |
| title_fullStr | Marketing management a cultural perspective edited by Luca M. Visconti, Lisa Penaloza and Nil Toulouse |
| title_full_unstemmed | Marketing management a cultural perspective edited by Luca M. Visconti, Lisa Penaloza and Nil Toulouse |
| title_short | Marketing management |
| title_sort | marketing management a cultural perspective |
| title_sub | a cultural perspective |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| topic_facet | Marketingmanagement Internationales Marketing Interkulturelle Kompetenz Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030667601&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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