By Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti
Culture pervades intake and advertising job in ways in which most likely gain advertising managers. This publication presents a complete account of cultural wisdom and abilities precious in strategic advertising administration.
In making those cultural ideas and frameworks available and in discussing the best way to use them, this edited textbook is going past the identity of old, socio-cultural and political components and their results on marketplace results. It builds knowing of the cultural symbols, international perspectives, and practices on the middle of enterprises and purchaser collectives to raised understand their relationships in markets. This publication highlights the advantages that managers can reap from making use of interpretive cultural ways around the realm of strategic advertising actions together with: marketplace segmentation, product and model positioning, marketplace learn, pricing, product improvement, ads, and retail distribution, between others.
With worldwide contributions grounded within the authors’ fundamental examine with businesses comparable to common cars, Camper, Prada, Mama preserve, Kjaer crew, Hom, and the Twilight neighborhood, this edited quantity provides a very cutting edge advertising and marketing textbook. Marketing administration: A Cultural Perspective brings a well timed and proper studying source to advertising scholars, teachers, and executives around the world.
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Additional info for Marketing Management: A Cultural Perspective
Detlev Zwick is Associate Professor of Marketing at the Schulich School of Business, York University, Canada. His research focuses on cultural and social theories of consumption and the critical cultural studies of marketing and management practice. His works has been published widely in marketing, communication, media culture, and sociology journals, as well as in several edited collections. His book (edited with Julien Cayla), entitled Inside Marketing, is published by Oxford University Press.
This book was launched in a café in Lille in the north of France where the three of us – Lisa, Nil, and Luca – were discussing the state of the art of teaching materials in the ﬁeld of marketing. Over glasses of wine we talked about the headway made in consumer cultural theory (Arnould and Thompson 2005; see also Belk 1991 and Peñaloza, Moisander and Valtonen 2009, for a sense of the chronology of this burgeoning international intellectual community). Steadily, conceptualizations of meaning, desire, and value, and elaborations of their joint production processes in discourse and practice by consumers, marketers, and other stakeholders are providing valuable strategic insights and understandings regarding contemporary market development, with many more promising contributions to come!
The chapters emphasize emergent and post-communist markets including Russia, Africa, Latin America, and China. Chapter 5 by Tolstikova builds cultural understandings of contemporary advertising practices by contrasting essentialist and constructivist conceptualizations of how culture “works” in advertising. The author presents the “Real Beauty” campaign by Dove soap in Russia, and invites students to explain and remedy its failure by applying the two approaches. In contrast to proﬁling national characteristics as guided by the work of Geert Hofstede, Tolstikova situates consumers’ reception of the campaign in tracing the development of ideals of women’s beauty from the Bolshevik revolution, through the Stalinist era, to present post-Soviet commercial developments.