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008			120510s2012 enka b 001 0 eng d
010			_a 2011019409
011			_aBIB MATCHES WORLDCAT
020			_a0415606829 _qhardback
020			_a9780415606820 _qhardback
020			_a0415606837
020			_a9780415606837
035			_a(ATU)b12470569
035			_a(OCoLC)725827745
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042			_apcc
050	0	0	_aHF5415.13 _b.M352315 2012
082	0	0	_a658.8 _223
245	0	0	_aMarketing management : _ba cultural perspective / _cedited by Lisa Peñaloza, Nil Toulouse and Luca M. Visconti.
264		1	_aLondon ; _aNew York : _bRoutledge, _c2012.
300			_axxxviii, 540 pages : _billustrations ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. This book highlights the benefits managers can reap from applying interpretive cultural approaches to strategic marketing activities, including decisions about: market segmentation; product and brand positioning; research methods; globalization and consumer and organizational identity, amongst others. With contributions originating from the five continents and grounded in the authors' empirical work with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume moves beyond the overly simplistic marketing models often uncritically presented in many texts. Marketing Management: A Cultural Perspective will speak with great authority to serious marketing students, lecturers and managers across the world"-- _cProvided by publisher.
588			_aMachine converted from AACR2 source record.
650		0	_aExport marketing _xCross-cultural studies.
700	1		_aPeñaloza, Lisa, _eeditor. _91241080
700	1		_aToulouse, Nil, _eeditor. _91094235
700	1		_aVisconti, Luca M., _eeditor. _91094236
907			_a.b12470569 _b22-08-17 _c28-10-15
942			_cB
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998			_ab _ac _b06-04-16 _cm _da _feng _genk _h0
999			_c1235628 _d1235628