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This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight 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. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community@VLebooks 2020
Introduction (Lisa Penaloza, Nil Toulouse, Luca M. Visconti) Part I: Global-Local Cultural Domains 1. Cultures, Consumers, and Corporations (Russell Belk) 2. International Marketing at the Interface of the Alluring Global and the Comforting Local (Guliz Ger, Olga Kravets and OEzlem Sandikci) 3. Mediterranean Shoes Conquer the World - Global Branding from Local Resources: The Camper Case (Daniele Dalli and Simona Romani) 4. Regional Affiliations: Building a Marketing Strategy on Regional Ethnicity (Delphine Dion and Lionel Sitz) 5. Dove in Russia: The Role of Culture in Advertising Success (Natalia Tolstikova) 6. Market Development in the African Context (Benet DeBerry Spence, Sammy K. Bonsu, and Eric J. Arnould) 7. Market Development in the Latin American Context (Judith Cavazos-Arroyo and Silvia Gonzalez) 8. What Do Chinese Consumers Want?: A Semiotic Approach to Building Brand Literacy in Developing Markets (Laura R. Oswald) Part II: Consumer and Marketer Identity and Community Politics 9. The Relational Roles of Brands (Jill Avery) 10. Experiencing Consumption: Appropriating and Marketing Experiences (Antonella Caru and Bernard Cova) 11. Facilitating Collective Brand Engagement and Collaborative Production through Cultural Marketing (Gabriela Head, Hope Jensen Schau, and Katherine Thompson) 12. Tribal Marketing (Bernard Cova and Avi Shankar) 13. Driving a Deeply Rooted Brand: Cultural Marketing Lessons Learned from GM's Hummer Advertising (Marius K. Luedicke) 14. 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 15. The Way You See is What You Get: Market Research as Modes of Knowledge Production (Sofie Moller Bjerrisgaard and Dannie Kjeldgaard) 16. Interpretive Research in Marketing (Johanna Moisander and Anu Valtonen) 17. Research Methods For Innovative Cultural Marketing Management (CMM): Strategy and Practices (Samantha N. Cross and Mary C. Gilly) 18. Action Research Methods in Consumer Culture (Julie L. Ozanne and Laurel Anderson) Part IV: Refashioning Marketing Practices 19. Segmentation and Targeting Reloaded (Luca M. Visconti and Mine UEcok Hughes) 20. Value and Price (Domen Bajde) 21. Product Design and Creativity (Nacima Ourahmoune) 22. When the Diffusion of Innovation is a Cultural Evolution (Amina Becheur and Deniz Atik) 23. Gendered Bodies: Representations of Femininity and Masculinity in Advertising Practices (Lorna Stevens and Jacob Ostberg) 24. Sales Promotion: From a Company Resource to a Customer Resource (Philippe Odou, Souad Djelassi, and Isabelle Collin-Lachaud) 25. Second-Hand Markets: Alternative Forms of Retailing (Dominique Roux and Denis Guiot) 26. The Ecology of the Marketplace Experience: From Consumers' Imaginary to Design Implications (Stefania Borghini, Pauline Maclaran, Gael Bonnin, and Veronique Cova) 27. Strategic Database Marketing: Customer Profiling as New Product Development (Detlev Zwick and Nikhilesh Dholakia) Part V: Institutional Issues in the Marketing Organization and Academy 28. (Re)thinking Distribution Strategy: Principles from Sustainability (Susan Dobscha, Andrea Prothero, and Pierre McDonagh) 29. Sustainable Development (Nil Toulouse) 30. Catering to Consumers or Consuming to Caterers: A Bridge Too Far..., Way Too Far (Morris B. Holbrook) 31. Ethics and Credit (Lisa Penaloza).
