Marketing Management

Introduction Luca M. Visconti, Lisa Penaloza and Nil Toulouse Part I: Global-Local Cultural Domains 1. Cultures, consumers, and corporations Russell Belk 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success Guliz Ger, Olga Kravets and OEzlem Sandikci 3. Regional affiliations: Building a marketing strategy on regional Ethnicity Delphine Dion and Lionel Sitz 4. Dove in Russia: The role of culture in advertising success Natalia Tolstikova 5. Market development in the African context Benet DeBerry Spence, Sammy K. Bonsu, and Eric J. Arnould 6. Market development in the Latin American context Judith Cavazos-Arroyo and Silvia Gonzalez-Garcia 7. What do affluent 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 8. The relational roles of brands Jill Avery 9. Experiencing consumption: Appropriating and marketing experiences Antonella Caru and Bernard Cova 10. Facilitating collective engagement through cultural marketing Hope Jensen Schau and Alexander Schau 11. Tribal marketing Bernard Cova and Avi Shankar 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising Marius K. Luedicke 13. Cultural corporate branding: An encounter of perspectives Soren Askegaard and Simon Moberg Torp Part III: Researching consumers, marketers, and markets 14. How you see is what you get: Market research as modes of knowledge production Sofie Moller Bjerrisgaard and Dannie Kjeldgaard 15. Interpretive marketing research: Using ethnography in strategic market development Johanna Moisander, Elina Narvanen and Anu Valtonen 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices Samantha N. Cross and Mary C. Gilly 17. Action research methods in consumer culture Julie L. Ozanne and Laurel Anderson PART IV: Refashioning marketing practices 18. Re-examining market segmentation: Bifurcated perspectives and practices Luca M. Visconti, Mine UEcok Hughes, and Michele Corengia 19. Value and price Domen Bajde and Carlos Diaz Ruiz 20. Product design and creativity Nacima Ourahmoune 21. When the diffusion of innovation is a cultural evolution Amina Beji-Becheur and Deniz Atik 22. Gendered bodies: Representations of femininity and masculinity in advertising practices Lorna Stevens and Jacob Ostberg 23. Sales promotion: From a company resource to a customer resource Isabelle Collin-Lachaud and Philippe Odou 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods Dominique Roux and Denis Guiot 25. The ecology of the marketplace experience: From consumers' imaginary to design implications Stefania Borghini, Pauline Maclaran, Gael Bonnin, and Veronique Cova 26. Digital marketing: From customer profiling to computational marketing analytics Detlev Zwick and Nikhilesh Dholakia PART V: Institutional issues in the marketing organization and academy 27. (Re)thinking distribution strategy: Principles from sustainability Susan Dobscha, Pierre McDonagh, and Andrea Prothero 28. Institutionalization of the sustainable market: A case study of fair trade in France Nil Toulouse & Ahmed Benmecheddal 29. Commercializing the university to serve students as customers: A bridge too far, way too far Morris B. Holbrook 30. Ethics Lisa Penaloza

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• Sociologia
• Vendas e gestão do marketing
• Estudos cultirais