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LEADER 00000cam a2200397 a 4500 
008    110513s2012    enka     b    001 0 eng   
010    2011019409 
019    698322533 
020    9780415606820|q(hbk.) 
020    0415606829|q(hbk.) 
020    9780415606837|q(pbk.) 
020    0415606837|q(pbk.) 
020    9780203357262|q(ebk.) 
       Changes made will be lost. Metadata Team. 
042    pcc 
050 00 HF5415.13|b.M352315 2012 
082 00 658.8|223 
245 00 Marketing management :|ba cultural perspective / edited by
       Lisa Peñaloza, Nil Toulouse and Luca M. Visconti. 
260    London ;|aNew York :|bRoutledge,|c2012. 
300    xxxviii, 540 p. :|bill. ;|c26 cm. 
504    Includes bibliographical references and index. 
520    "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"--Provided by publisher. 
650  0 Marketing|xManagement|xCross-cultural studies. 
650  0 Export marketing|xCross-cultural studies. 
650  0 Marketing|xCross-cultural studies. 
700 1  Peñaloza, Lisa. 
700 1  Toulouse, Nil. 
700 1  Visconti, Luca M. 
945    658.8 MARK|d15|i31290027398577|lmbe|nVendor Interface 
970    |t<img src="/screens/um_favicon.jpg" alt="University of 
       Melbourne Author"  width="39" height="40" 
       title="University of Melbourne Author"> 
980    09-04-12|b21500|e18060|f20095634|g1 
984    VU|b.b47992955|cheld 
990    Uploaded to LA VU-B.D254 19/11/12 aci 
990    Sent to MARCIVE 20190531 
Location Call No. Status
 UniM Giblin Eunson  658.8 MARK    AVAILABLE