Content with keyword: marketing management

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.… >> continue reading