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

By: Contributor(s): Material type: TextTextPublication details: New York : Routledge, 2012Description: xxxviii, 540p. 25cmISBN:
  • 9780415606837
Subject(s): DDC classification:
  • 658.8 PEN
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Book Book Calcutta 658.8 PEN (Browse shelf(Opens below)) Available IIMC-135569
Book Book Calcutta 658.8 PEN (Browse shelf(Opens below)) Available IIMC-138179
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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.

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