Efnisyfirlit

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• List of Contributors
• Preface
• Introduction
• Scope and organization of the book
• References
• Part I Global-local cultural domains
• 1 Cultures, consumers, and corporations
• Overview
• 1.1 Food for thought
• 1.1.1 Tastes, distastes, and identities
• 1.1.2 Food symbolism and diffusion
• 1.1.3 Cooking and feasting
• 1.2 Food, pleasure, and pain
• 1.2.1 You are what you eat
• 1.2.2 Food, health, and morality
• 1.2.3 Discipline and indulgence
• 1.3 Conclusion: Cultures of food
• Exercise
• Review and discussion questions
• Keywords
• References
• 2 International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success
• Overview
• 2.1 Cultural positioning: Overcoming the dualities of standardization/adaptation and global/local
• 2.2 The allure of the global and the comfort of the local
• 2.3 Mingling the foreign and the familiar: Two cases
• 2.3.1 … With a scent of home
• 2.3.2 … Marketing Cola Turka in Turkey
• 2.4 Managerial implications
• Review and discussion questions
• Keywords
• Note
• References
• 3 Regional affiliations: Building a marketing strategy on regional ethnicity
• Overview
• 3.1 From a utilitarian to a cultural consideration of the region
• 3.1.1 The region as a product place-of-origin
• 3.1.2 Regional affiliations
• 3.2 Regional marketing
• 3.2.1 Drawing on regional cultural resources
• 3.2.2 Resisting globalization
• 3.2.3 Inscribing the region in globalization
• 3.2.4 Allowing regional ostentation
• 3.3 Conditions of applicability
• 3.3.1 Market size
• Extension of cultural expertise to other products and services
• Export of the cultural expertise to other regions
• Going beyond the region
• 3.3.2 Target heterogeneity
• Ability to decode the symbolic representations
• Managing authenticity
• Review and discussion questions
• Synthesis
• Questions
• Class discussion
• Exercise
• Keywords
• Note
• References
• 4 Dove in Russia: The role of culture in advertising success
• Overview
• 4.1 Introduction
• 4.1.1 Introduction: The attractiveness of Russia
• 4.1.2 Introduction: Importance of advertising in winning the new markets
• 4.1.3 Introduction: Research tools for the appraising of international cultures
• 4.2 Advertising case: Dove in Russia
• 4.2.1 Public reaction to the campaign: Findings
• 4.3 Secondary research considerations
• 4.3.1 Attitudes toward advertising
• 4.3.2 Attitudes toward consumption in Russia
• 4.3.3 Attitudes toward gender
• 4.3.4 Attitudes toward beauty
• 4.3.5 Glossy women’s magazines
• 4.3.6 Globalization
• 4.4 Primary research considerations
• 4.5 Discussion and managerial implications
• Review and discussion questions
• Keywords
• References
• 5 Market development in the African context
• Overview
• 5.1 Cultural positioning
• 5.2 African markets: Then and now
• 5.3 Market development in Africa
• 5.4 Adaptive strategies for domestic market development
• 5.4.1 Case 1: MTN
• Driving market growth in Africa
• Challenges to continued growth
• Lessons from the MTN case study
• 5.4.2 Other adaptive strategies
• Adapting communications
• Adapting prices
• Adapting distribution
• 5.5 Developing export markets
• 5.5.1 Case 2: Ideal Providence Farms (shea butter)
• Valuing local resources
• Working with local culture
• 5.5.2 Case 3: Export marketing: Integrated Tamale Fruit Company
• 5.5.3 Case 4: Intra-African onion export marketing
• 5.6 Concluding remarks
• Review and discussion questions
• Keywords
• References
• 6 Market development in the Latin American context
• Overview
• 6.1 Introduction
• 6.2 Evolution of market development and consumer culture
• 6.3 Cultural diversity in consumer culture
• 6.4 Cultural diversity in market segmentation
• 6.4.1 Consumer identity combines traditional, modern and postmodern features
• 6.4.2 Cultural diversity in market segmentation
• 6.4.3 Cultural tension and corruption
• 6.4.4 Formal and informal trade
• 6.4.5 Consumer agency
• 6.5 Strategic cultural marketing implications
• 6.6 Conclusion
• Review and discussion questions
• Keywords
• References
• 7 What do affluent Chinese consumers want?: A semiotic approach to building brand literacy in developing markets
• Overview
• 7.1 Brand equity
• 7.1.1 Consumer needs and wants
• 7.1.2 The brand equity hierarchy
• 7.1.3 The challenge of global branding
• 7.2 Case study: What do affluent Chinese consumers want?
• 7.2.1 Background
• 7.2.2 Study design
• 7.2.3 Findings summary
• 7.2.4 The historical context
• 7.3 Brand literacy
• 7.3.1 Stages of brand literacy
• 7.3.2 Barriers to engagement
• 7.4 Brand audit exercise: A semiotic analysis of luxury perfume ads
• 7.4.1 The binary analysis
• 7.4.2 Brand literacy and cognition
• 7.5 Brand literacy in semiotic perspective
• 7.5.1 Brand literacy and language learning
• 7.6 Implications for consumer research
• 7.6.1 Implications for marketers
• 7.6.2 The culture factor
• 7.6.3 The role of advertising
• 7.7 Conclusions
• Review and discussion questions
• Keywords
• Note
• References
• Part II Consumer and marketer identity and community politics
• 8 The relational roles of brands
• Overview
• 8.1 Relating to customers
• 8.2 Relating to brands
• 8.2.1 Why consumers form relationships with brands
• 8.2.2 Relating to others through brands
• 8.2.3 Brands as social glue
• 8.2.4 Types of consumer-brand relationships
• 8.2.5 Managerial implications
• 8.3 Customer relationship management
• 8.3.1 Why are relationships missing from CRM?
• 8.3.2 Brands as relational partners
• 8.3.3 The rules of consumer-brand relationships
• 8.3.4 Negotiating consumer-brand relationships
• Phase 1: Relationship exploration
• Phase 2: Relationship expansion
• Phase 3: Relationship commitment
• Phase 4: Relationship disengagement
• 8.3.5 Managerial implications
• 8.4 Conclusion
• Review and discussion questions
• Keywords
• References
• 9 Experiencing consumption: Appropriating and marketing experiences
• Overview
• 9.1 The prevailing managerial approaches to experiencing consumption
• 9.2 A critical approach to experiential marketing
• 9.2.1 Production of experience
• 9.2.2 The extraordinary nature of experience
• 9.2.3 Access to experience
• 9.3 A cultural approach to the management of consumption experiences
• 9.3.1 Support systems
• 9.3.2 Collective action
• 9.3.3 Self-determination
• 9.4 Conclusion: In praise of a pluralistic approach
• Review and discussion questions
• Keywords
• References
• 10 Facilitating collective engagement through cultural marketing
• 10.1 Introduction
• 10.2 Twilight community overview
• 10.3 Cultural marketing elements
• 10.3.1 Resonating themes
• Romantic motifs
• Superhuman science fiction
• Relative inclusivity
• 10.3.2 Techno-social spaces
• Communication spaces
• Reader-to-reader meeting space
• Author-to-reader meeting space
• 10.3.3 Behavioral templates
• Consumer-generated content
• Modeled practices
• 10.4 The Twilight community culture
• 10.4.1 Ideology
• 10.4.2 Norms
• 10.4.3 Beliefs
• 10.4.4 Rituals
• 10.5 The advantages of cultural marketing in Twilight
• 10.6 Similar works of fiction—different approaches
• 10.7 Using cultural marketing to reach customers
• 10.8 Conclusion
• Review and discussion questions
• Exercises
• Keywords
• Notes
• References
• 11 Tribal marketing
• Overview
• 11.1 “It’s a tribe Jim, but not as we know it”
• 11.2 Tribes and brand communities
• 11.3 From exchange value and use value to linking value
• 11.4 Tribal marketing versus traditional marketing
• 11.5 How to identify the potential of a consumer tribe
• 11.6 The three major steps of a tribal marketing approach
• 11.7 The limits of tribal marketing approaches: Relinquishing control
• 11.8 Conclusion: A tribal marketing future
• Review and discussion questions
• Keywords
• References
• 12 Driving a deeply rooted brand: Cultural marketing lessons learned from GM’s Hummer advertising
• Overview
• 12.1 Driving a deeply-rooted brand
• 12.2 The birth of the Hummer brand
• 12.3 The traditional targeting and communication approach
• 12.4 Limitations of the traditional approach
• 12.5 The culture-sensitive approach to targeting and communication
• 12.5.1 Study the cultural nexus of the brand
• 12.5.2 Address cultures, not individuals
• Strategy 1: Let consumers do the magic
• Strategy 2: Support one side of the cultural divide
• Strategy 3: Bridge the gap
• 12.6 Conclusion
• Review and discussion questions
• Keywords
• Notes
• References
• 13 Cultural corporate branding: An encounter of perspectives
• Overview
• 13.1 State of the art
• 13.2 Corporate religion
• 13.2.1 Corporate history of Kjaer Group
• 13.2.2 Corporate religion in Kjaer Group
• 13.2.3 The value explosion and confusion
• 13.3 Brand Base
• 13.3.1 An encounter between academic research and corporate identity and image
• 13.4 Implications for marketers
• 13.4.1 Implications for Kjaer: Turning the world upside down
• 13.4.2 Concluding takeaways in terms of managing culture
• 13.5 Final conclusions and pedagogical suggestions
• Review and discussion questions
• Keywords
• Note
• References
• Part III Researching consumers, marketers, and markets
• 14 How you see is what you get: Market research as modes of knowledge production
• Overview
• 14.1 Introduction
• 14.2 The marketing concept and market orientation
• 14.3 The eternal battle in/of marketing research
• 14.3.1 Mirroring and measuring market demand
• 14.3.2 Interpreting and understanding consumers
• 14.3.3 The empirical setting, data, and strategies of interpretation
• 14.3.4 Modes of knowledge production
• 14.3.5 Product category and consumer preferences—The structures of a functionalist mode of knowledge production
• 14.3.6 Summarizing
• 14.4 Cultural narratives as the structuring of markets
• 14.4.1 Summarizing
• 14.5 Two modes of knowledge production
• 14.6 Marketing implications: The cultural mode of knowledge production in new product development
• 14.7 Conclusions
• Review and discussion questions
• Keywords
• References
• 15 Interpretive marketing research: Using ethnography in strategic market development
• Overview
• 15.1 The case for interpretive marketing research
• 15.2 What makes a study interpretive?
• 15.3 Why is interpretive marketing research important for marketing strategy?
• 15.4 Ethnography as an intellectual tool for gaining Thick Data on consumers
• 15.5 Using ethnographic participation in revitalizing a brand
• 15.6 Market shaping through ethnography
• 15.7 Conclusion: The managerial challenges of deploying interpretive analyses
• Key takeaways
• Review and discussion questions
• Keywords
• References
• 16 Research methods for innovative cultural marketing management (CMM): Strategy and practices
• Overview
• 16.1 Introduction
• 16.2 Data collection
• Data collection steps
• Key challenges
• Key implication
• Data collection steps
• Key challenges
• Key implication
• Key challenges
• Data collection steps
• Key challenges
• Key implication
• Summary
• 16.3 Data analysis and presentation
• 16.3.1 Observation through visualization
• Data analysis steps
• Key challenges
• Key implication
• 16.3.2 Researcher/participant collaboration
• Data analysis steps
• Key challenges
• Key implication
• 16.4 Multi-perspective approaches to research
• 16.4.1 Multi-method approach
• 16.4.2 Cross-disciplinary approach
• 16.5 Summary and recommendations for future innovative research
• Key takeaways
• Contemplating data holistically
• Communicating data insights—Establishing credibility, validity and support
• Review and discussion questions
• Keywords
• References
• 17 Action research methods in consumer culture
• Overview
• 17.1 Introduction
• 17.2 General approaches to research methods
• 17.3 Overview of the action research process
• 17.4 Four different types of action research
• 17.4.1 An embedded cultural tool for understanding individuals: Oral history
• 17.4.2 An imported cultural tool for understanding individuals: Collages
• 17.4.3 An embedded cultural tool for understanding communities: Web-based collaboration
• 17.4.4 An imported cultural tool for understanding community: Photovoice
• 17.5 Managerial implications
• Review and discussion questions
• Keywords
• References
• Part IV Refashioning marketing practices
• 18 Re-examining market segmentation: Bifurcated perspectives and practices
• Overview
• 18.1 Market segmentation: Art or science?
• 18.2 A longitudinal analysis of the premises grounding market segmentation
• 18.2.1 Preference agglomeration and differentiability
• 18.2.2 Exhaustiveness
• 18.2.3 Stability
• 18.2.4 Measurability, relevance, and accessibility
• 18.3 The segmentation process: Linearity, instantaneity, and discursivity
• 18.3.1 The marketing science approach: Hypersegmentation, hypertargeting, and personalization
• 18.3.2 The cultural marketing approach: A discursive practice
• 18.4 Expanding segmentation criteria
• 18.4.1 Direct versus indirect segmentation criteria
• 18.4.2 Top-down versus bottom-up segmentation criteria
• 18.5 Conclusion
• Review and discussion questions
• Keywords
• References
• 19 Value and price
• Overview
• 19.1 Exchange value
• 19.2 Perceived value
• 19.3 Use value
• 19.4 Value co-creation
• 19.5 The process of pricing
• 19.6 The pricing situation analysis
• 19.6.1 Internal company dynamics
• 19.6.2 Competitive dynamics
• 19.6.3 Socio-legal dynamics
• 19.6.4 Consumption dynamics
• 19.7 Pricing objectives
• 19.8 Pricing strategies
• 19.9 Price implementation
• 19.10 Summary
• Review and discussion questions
• Keywords
• References
• 20 Product design and creativity
• Overview
• 20.1 Introduction
• 20.1.1 Product design: From function to culture
• Initial stage
• Middle stage
• Final stage
• 20.1.2 Functionalist product design
• 20.2 Product design as embodiment of meaning
• 20.3 HOM creates lingerie for men
• 20.3.1 HOM product innovation story
• The brand’s milestones
• 20.3.2 How is HOM’s success to be accounted for?
• 20.4 Transforming approaches to design
• 20.4.1 Consumers as co-creators
• 20.4.2 Sustainable development and product design
• 20.4.3 Conclusion
• 20.5 Managerial implications
• 20.5.1 Conceptualizing
• 20.5.2 Implementing
• 20.5.3 Optimizing
• Review and discussion questions
• Class discussion
• Keywords
• References
• 21 When the diffusion of innovation is a cultural evolution
• Overview
• 21.1 Innovation process
• 21.1.1 Innovation and creative destruction
• 21.1.2 Traditional marketing approaches to innovation diffusion
• 21.1.3 Social and cultural approach to innovation diffusion
• 21.1.4 Technological innovation mediated by cultural context
• 21.2 Luxury, perfume, and legitimated taste: Social imitation and distinction
• 21.2.1 Innovation that builds new cultural norms: The creation and diffusion of fashion
• 21.2.2 The process of institutionalization
• 21.2.3 Interagency and the role of consumers in the creation and diffusion of fashion
• 21.3 Conclusions and implications
• Takeaways
• Review and discussion questions
• Keywords
• References
• 22 Gendered bodies: Representations of femininity and masculinity in advertising practices
• Overview
• 22.1 Introduction
• 22.1.1 Differences between the traditional and the cultural approach
• 22.1.2 Managerial contribution of the cultural approach
• 22.2 Theoretical discussion: Gender studies and marketing
• 22.3 Femininity and masculinity in advertising
• 22.3.1 The “carnal feminine”
• 22.3.2 Undesirable and desirable males
• 22.4 Concluding discussion: The consuming body in contemporary consumer culture
• Exercise
• Review and discussion questions
• Keywords
• Notes
• References
• 23 Sales promotion: From a company resource to a customer resource
• Overview
• 23.1 Traditional sales promotion: Principles and limitations
• 23.1.1 Traditional sales promotion principles
• 23.1.2 Traditional sales promotion limitations
• Negative effects of promotion on the brand’s (retailer’s) perceived image
• Development of price sensitivity and consumer disloyalty
• Cultural differences as limitations to the effectiveness of promotions
• 23.2 New consumer responses to measures aimed at stimulating sales
• 23.2.1 Sales promotion as a resource for the consumer
• 23.2.2 Consumer resistance to programs aiming at stimulating sales: From skeptical to cynical consumers
• 23.3 How can companies’ objectives be reconciled with consumer personal identity projects? Some examples of successful campaigns
• 23.3.1 Providing consumers with economic and time resources for the pursuit of smart, wise or responsible consumption: Consumption as integration
• 23.3.2 Surprising customers through creativity: Mobilizing consumers’ ludic resources for consumption as experience
• 23.3.3 Offering consumers social and utopian resources for consumption as play and classification
• 23.3.4 How can companies activate cultural resources? By customer empowerment and co-design strategy
• 23.4 Conclusion
• Review and discussion questions
• Keywords
• References
• 24 Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods
• Overview
• 24.1 Shifting cultural representations of second-hand buying behaviors
• 24.2 Mapping second-hand markets
• 24.3 Motivations to buy, sell, and exchange used goods: Consuming elsewhere and differently
• 24.3.1 Economic motivations: Earning/saving money
• 24.3.2 Practical motivations: Decluttering and recirculating objects conveniently
• 24.3.3 Hedonic/recreational motivations: Bringing extra soul into consumption
• 24.3.4 Ethical/critical motivations: Reassessing value and challenging market principles
• 24.4 Second-hand profiles and practices
• 24.5 Lessons for the retail sector
• 24.5.1 Absence of real barriers to entry
• 24.5.2 Reversal of trade principles and of actors’ roles
• 24.5.3 Lateral recycling and the extension of the life of products
• Review and discussion questions
• Keywords
• References
• 25 The ecology of the marketplace experience: From consumers’ imaginary to design implications
• Overview
• 25.1 Introduction
• 25.2 Evoking the imagination: Spectacular consumptionscapes
• 25.2.1 The use of themed retail environments
• 25.2.2 The social role of everyday/mundane consumptionscapes
• 25.3 Cultural identity and the role of place
• 25.4 Movements, gestures, and practices in marketplaces
• 25.5 The design of commercial spaces: The merge of functionality and aesthetics
• 25.5.1 The aesthetics of servicescapes
• 25.6 Conclusions
• Review and discussion questions
• Keywords
• Note
• References
• 26 Digital marketing as automated marketing: From customer profiling to computational marketing analytics
• Overview
• 26.1 The beginnings: Database marketing
• 26.2 The context of production
• 26.3 Early forms of customer production
• 26.4 Towards the flexible production of customers
• 26.5 From the production of profiles to the production of subjectivity
• 26.6 Conclusion: Strategic marketing implications
• Review and discussion questions
• Keywords
• Notes
• References
• Part V Institutional issues in the marketing organization and academy
• 27 (Re)thinking distribution strategy: Principles from sustainability
• Overview
• 27.1 Introduction
• 27.2 Putting the (re) into distribution
• 27.3 Achieving success through environmental sustainability: The Inverted Pyramid of Sustainability (TIPS)
• 27.3.1 (Cultural) strategies related to each stage of TIPS
• 27.3.2 Refuse
• 27.3.3 Reduce
• 27.3.4 Reuse
• 27.3.5 Repair
• 27.3.6 Redistribute
• 27.3.7 Recycle
• 27.3.8 Throw away
• 27.4 Cultural implications of TIPS
• 27.5 Managerial implications
• 27.6 Conclusions
• Review and discussion questions
• Keywords
• References
• 28 Institutionalization of the sustainable market: A case study of fair trade in France
• Overview
• 28.1 Defining the sustainable market
• 28.2 Institutionalization of the sustainable market
• 28.3 Analyzing the institutionalization of fair trade in France
• 28.3.1 Timeline of the institutionalization of fair trade
• 28.3.2 Legitimacy of fair trade organizations
• 28.4 Managerial implications
• 28.5 Takeaways
• Review and discussion questions
• Keywords
• Notes
• References
• 29 Commercializing the university to serve students as customers: A bridge too far, way too far
• Overview
• 29.1 Introduction: A bridge too far
• 29.2 I like Ike
• 29.2.1 Prophesy fulfilled
• 29.3 The customer is king
• 29.3.1 Businesses as prospective clients for consulting services or employers of graduates
• 29.3.2 Students or their parents as consumers of the educational offering
• 29.3.3 Irony abounding
• 29.4 Case study: Professor M.B.H.
• 29.5 Consumption experience
• 29.6 A definition of consumer value
• 29.7 Three dimensions of consumer value
• 29.8 A typology of consumer value: The Eight E’s
• 29.8.1 Impoverished preoccupations: A misplaced customer orientation
• 29.8.2 Missing values
• 29.9 Conclusion
• Takeaways
• Review and discussion questions
• Keywords
• References
• 30 Ethics
• Overview
• 30.1 Introduction
• 30.2 Conceptualizing ethics
• 30.3 The cultural approach to marketing ethics
• 30.4 The AMA code of ethics
• 30.5 Ethics in marketing—element by element
• 30.6 Global market ethics
• 30.7 Case—market financialization in the US
• Consumption
• Finance
• Government
• Free markets, ir/responsible markets
• Review and discussion questions
• Keywords
• Notes
• References
• Index