Commentaire :

ISBN 13 : 9780415606837

Sommaire : Contributors: Lisa Peñaloza, Nil Toulouse, Luca M. Visconti, Russell Belk, Güliz Ger, Olga Kravets, Özlem Sandicki, Daniele Dalli, Simona Romani, Delphine Dion, Lionel Sitz, Natalia Tolstikova, Benet DeBerry Spence, Sammy K. Bonsu, Eric J. Arnould, Judith Cavazos-Arroyo, Silvia González Garcia, Laura R. Oswald, Jill Avery, Antonella Carù, Bernard Cova, Hope Jensen Schau, Katherine Thompson, Avi Shankar, Marius K. Luedicke, Søren Askegaard, Simon Torp, Sofie Møller Bjerrisgaard, Dannie Kjeldgaard, Johanna Moisander, Anu Valtonen, Samantha N. Cross, Mary C. Gilly, Julie L. Ozanne, Laurie Anderson, Mine Üçok Hughes, Domen Bajde, Nacima Ourahmoune, Amina Bécheur, Deniz Atik, Lorna Stevens, Jacob Ostberg, Philippe Odou, Souad Djelassi, Isabelle Collin-Lachaud, Dominique Roux, Denis Guiot, Stefania Borghini, Pauline Maclaran, Gaël Bonnin, Veronique Cova, Detlev Zwick, Nikhilesh Dholakia, Susan Dobscha, Andrea Prothero, Pierre McDonagh, Morris B. Holbrook, Gabriela Head.

Introduction

Part I: Global-Local Cultural Domains

1. Cultures, Consumers, and Corporations
2. International Marketing at the Interface of the Alluring Global and the Comforting Local
3. Mediterranean Shoes Conquer the World - Global Branding from Local Resources: The Camper Case
4. Regional Affiliations: Building a Marketing Strategy on Regional Ethnicity
5. Dove in Russia: The Role of Culture in Advertising Success
6. Market Development in the African Context
7. Market Development in the Latin American Context
8. What Do Chinese Consumers Want?: A Semiotic Approach to Building Brand Literacy in Developing Markets

Part II: Consumer and Marketer Identity and Community Politics
9. The Relational Roles of Brands
10. Experiencing Consumption: Appropriating and Marketing Experiences
11. Facilitating Collective Brand Engagement and Collaborative Production through Cultural Marketing
12. Tribal Marketing
13. Driving a Deeply Rooted Brand: Cultural Marketing Lessons Learned from GM's Hummer Advertising
14. Turning a Corporate Brand Upside-Down: A Case of Cultural Corporate Brand Management

Part III: Researching Consumers, Marketers, and Markets

15. The Way You See is What You Get: Market Research as Modes of Knowledge Production
16. Interpretive Research in Marketing
17. Research Methods For Innovative Cultural Marketing Management CMM: Strategy and Practices
18. Action Research Methods in Consumer Culture

Part IV: Refashioning Marketing Practices

19. Segmentation and Targeting Reloaded
20. Value and Price
21. Product Design and Creativity
22. When the Diffusion of Innovation is a Cultural Evolution
23. Gendered Bodies: Representations of Femininity and Masculinity in Advertising Practices
24. Sales Promotion: From a Company Resource to a Customer Resource
25. Second-Hand Markets: Alternative Forms of Retailing
26. The Ecology of the Marketplace Experience: From Consumers' Imaginary to Design Implications
27. Strategic Database Marketing: Customer Profiling as New Product Development

Part V: Institutional Issues in the Marketing Organization and Academy

28. Rethinking Distribution Strategy: Principles from Sustainability
29. Sustainable Development
30. Catering to Consumers or Consuming to Caterers: A Bridge Too Far…, Way Too Far
31. Ethics and Credit

Nbre volumes : 0

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Professeur EDHEC : Oui

Propriétaire : Bibliothèque