The manual brings together recent developments in Consumer Culture Theory to propose an operational alternative to marketing “à la Kotler”.
The book reanalyses traditional marketing concepts (consumer behaviour, market studies, positioning, segmentation and marketing mix), underlines their limits and proposes innovative kinds of marketing action. Each chapter tackles theory and managerial application with a practical case study and numerous examples.
The book is aimed at managers and students who want to innovate in their marketing work.
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The book has also been praised by international experts in consumer culture theory:
'Understanding the ways in which culture shapes the strategies and tactics of marketers and consumers is a principal challenge of our new century. The authors use many of the approaches of consumer culture theory to tack skilfully between global, regional and local perspectives of a wide range of managerial issues, engaging each of the elements of the marketing mix in a lively and rigorous discussion. This book is unlike any management text you have ever encountered. It will help redefine the field.'
John F. Sherry, Jr., Mendoza College, University of Notre Dame, USA
'This novel book is an invaluable resource for bringing cultural perspectives to the marketing classroom. It highlights the "practical value" of scholarship informed by cultural theory, offering a wide selection of concepts and cases that marketing educators can draw on to provide their students with a contemporary understanding of marketing practice.'
Eileen Fischer, Schulich School of Business, York University, Canada
'This book is long overdue. Marketing is usually taught as the interplay of economics and psychology, even though it’s been accepted, perhaps since Polanyi but certainly since Granovetter, that economics is embedded in social relations. If we disregard the social and cultural, our marketing strategies are precarious, and prone to collapse whenever social relations shift under them.'
John Deighton, Harvard Business School, USA