TY  - BOOK
AU  - Penaloza,Lisa (ed)
AU  - Toulouse , Nil (ed)
AU  - Visconti, Luca M (ed)
TI  - Marketing management: a cultural perspective 
SN  - 9780415606837
U1  - 658.8 
PY  - 2012///
CY  - New York
PB  - Routledge
KW  - Export marketing
KW  -  Cross
KW  - cultural studies
KW  - Marketing
KW  -  Management
N1  - 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 book goes beyond the identification of historical, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. It highlights 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, among others
ER  -