Setting the Scene
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The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.
1. Setting the Marketing Scene 2. Marketing as Communication 3. Marketing ideology and mass media 4. Ideologies of space 5. Marketing Ideology and Social Policy 6. Consumer Agency and Brand Culture 7. Managing Marketing - in Context
"Once again Professor Hackley has written the book I wished I had. Lucid, cogent, entertaining and above all critical, this book should be required reading for anyone interested in a more sophisticated understanding of the role and influence of marketing in contemporary society." - Avi Shankar, Professor of Consumer Research, School of Management, University of Bath
"This is an excellent book that calls for marketing to be more contextually sensitive, creative and theatrical in its efforts to shape the texture of the consumer cultural context. It offers a wealth of insights for students, theorists, practitioners and public policy makers alike." - Professor Mark Tadajewski, Durham University
"Chris Hackley does for consumer culture what Malcolm Gladwell did for epidemiology - he takes complex ideas about the reality of consumption and marketing and communicates them in an engaging, jargon-free manner without sacrificing depth and richness. This book should be read by all seriousstudents of marketing and consumption practice." - Professor Michael Beverland, School of Management, University of Bath
"Finally! An introductory marketing textbook that takes marketing as a cultural practice seriously. Far beyond being a mere individually oriented persuasion technique, contemporary marketing is a cultural navigation ability that mobilizes markets. And this book shows why and how!" - Professor Søren Askegaard, University of Southern Denmark
"A welcome addition to our understanding of marketing, this book shows how the adoption of a cultural perspective can enhance marketers' insights into consumers. First-class scholarship containing many provocative ideas is translated into practical applications for marketing managers." - Professor Pauline MacLaran, School of Management, Royal Holloway, University of London
"In these days of marketing ideologies, discourses and dominant logics, Professor Hackley's refreshingly straightforward approach illustrates that, for marketing, context is everything. Hackley sets the marketing scene with his provocative notion of 'contextual marketing' and, eschewing the narrative style of both academic and 'how to' management texts, he puts marketing squarely or roundly -in its place." - Mike Saren, Professor of Marketing at the University of Leicester