Marketing Management; A Cultural Perspective

Cover
Half Title
Title Page
Copyright Page
Table of contents
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 succ
		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 ...
			23.3.1 Providing consumers with economic and time resources for the pursuit of smart, wise or responsible consumption: ...
			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