{"product_id":"9780415606837","title":"Marketing Management: A Cultural Perspective","description":"\u003cp\u003eCulture 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. \u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003cp\u003eWith 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. \u003cb\u003eMarketing Management: A Cultural Perspective\u003c\/b\u003e brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Taylor \u0026 Francis, Inc.","offers":[{"title":"Default Title","offer_id":47016698216688,"sku":"9780415606837","price":71.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780415606837_p0.jpg?v=1763699240","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780415606837","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}