Marketing Management: A Cultural Perspective

Book edited in 2012 by Lisa Penaloza, Nil Özçağlar-Toulouse and Luca Massimiliano Visconti.

book-marketing-managementCulture pervades consumption and marketing activity in ways that potentially benefit marketing managers. 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 edited textbook 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. This book 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.

With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.

Book available at:


PART I: Global-local cultural domains

  • Cultures, consumers, and corporations (RUSSELL BELK)
  • International marketing at the interface of the alluring global and the comforting local (GULIZ GER, OLGA KRAVETS, AND OZLEM SANDIKCI)
  • Mediterranean shoes conquer the world: global branding from local resources – the Camper case (DANIELE DALLI AND SIMONA ROMANI)
  • Regional affiliations: building a marketing strategy on regional ethnicity (DELPHINE DION AND LIONEL SITZ)
  • Dove in Russia: the role of culture in advertising success (NATALIA TOLSTIKOVA)
  • Market development in the African context (BENET DEBERRY-SPENCE, SAMMY IC. BONSU, AND ERIC J. ARNOULD)
  • Market development in the Latin American context (JUDITH CAVAZOS-ARROYO AND SILVIA GONZALEZ GARCIA)
  • What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets (LAURA R. OSWALD)

PART II: Consumer, marketer identity, and community politics

  • The relational roles of brands (JILL AVERY)
  • Experiencing consumption: appropriating and marketing experiences (ANTONELLA CARU AND BERNARD COVA)
  • Tribal marketing (BERNARD COVA AND AVI SHANKAR)
  • Facilitating collective brand engagement and collaborative production through cultural marketing (GABRIELA HEAD, HOPE JENSEN SCHAU, AND CATHERINE THOMPSON)
  • Turning a corporate brand upside-down: a case of cultural corporate brand management SOREN ASKEGAARD AND SIMON TORP)

PART III: Researching consumers, marketers, and markets

  • The way you see is what you get: market research as modes of knowledge production (SOFIE MOLLER BJERRISGAARD AND DANNIE KJELDGAARD)
  • Interpretive marketing research: using ethnography in strategic market development (JOHANNA MOISANDER AND ANU VALTONEN)
  • Research methods for innovative cultural marketing management (CMM): strategy and practices (SAMANTHA N. N. CROSS AND MARY C. GILLY)
  • Action research methods in consumer culture (JULIE L. OZANNE AND LAUREL ANDERSON)

PART IV: Refashioning marketing practices

  • Segmentation and targeting reloaded (LUCA M. VISCONTI AND MINE UCOK. HUGHES)
  • Driving a deeply rooted brand: cultural marketing lessons learned from GM’s Hummer advertising (MARIUS K. LUEDICKE)
  • Value and price (DOMEN BAJDE)
  • Sales promotion: from a company resource to a customer resource (PHILIPPE ODOU, SOUAD DJELASSI, AND ISABELLE COLLIN-LACHAUD)
  • Product design and creativity (NACIMA OURAHMOUNE)
  • When the diffusion of innovation is a cultural evolution (AMINA BECHEUR AND DENIZ ATIK)
  • Gendered bodies: representations of femininity and masculinity in advertising practices (LORNA STEVENS AND JACOB OSTBERG)
  • The ecology of the marketplace experience: from consumers’ imaginary to design implications (STEFANIA BORGHINI, PAULINE MACLARAN, GAEL BONNIN, AND VERONIQUE COVA)
  • Second-hand markets: alternative forms of retailing (DOMINIQUE ROUX AND DENIS GUIOT)
  • Strategic database marketing: customer profiling as new product development (DETLEV ZWICK AND NIKHILESH DHOLAKIA)

PART V: Institutional issues in the marketing organization and the academy

  • (Re)thinking distribution strategy: principles from sustainability (SUSAN DOBSCHA, ANDREA PROTHERO, AND PIERRE MCDONAGH)
  • Institutionalization of the sustainable market: a case study of fair trade in France (NIL TOULOUSE)
  • Catering to consumers or consuming the caterers: a bridge too far…, way too far (MORRIS B. HOLBROOK)
  • Ethics (LISA PENALOZA)