Marketing management : a cultural perspective / Lisa Penaloza, Nil Toulouse and Luca M Visconti

By:

Penaloza, Lisa (ed)

Contributor(s):

Material type: Text

TextPublication details: New York : Routledge, 2012Description: xxxviii, 540p. 25cmISBN:

9780415606837

Subject(s):

DDC classification:

658.8 PEN

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Book	Calcutta	658.8 PEN (Browse shelf(Opens below))	Available		IIMC-135569
Book	Calcutta	658.8 PEN (Browse shelf(Opens below))	Available		IIMC-138179

Total holds: 0

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.

There are no comments on this title.

to post a comment.