| Contents note: |
Introduction -- Part I: Global-local cultural domains -- 1. Cultures, consumers, and corporations / Russell Belk -- 2. International marketing at the interface of the alluring global and the comforting local and the challenges of sustainable success / Guliz Ger, Olga Kravets and Ozlem 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 - 6. Market development in the Latin American context / Judith carvazos-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 brand engagement and collaborative production 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 brand management: an encounter of perspective / Soren Askegaard and Simon 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 ethnology 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 and Mine Ucok 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 / Philippe Odou and Isabelle Collin-Lachaud -- 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 as automated marketing : from customer profiling to computational marketing analytics / Detlev Zwick and Nikhilesh Dholakia -- Part V: Institutional issues in the marketing organization and academy -- 28. (Re)thinking distribution strategy: principles from sustainability / Susan Dobscha, Andrea Prothero, and Pierre McDonagh -- 28. nstitutionalization of the sustainable market: a case study of fair trade in France / Nil Toulouse and 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. |
