Marketing in Context: Setting the Scene (Hardback)
  • Marketing in Context: Setting the Scene (Hardback)
zoom

Marketing in Context: Setting the Scene (Hardback)

(author)
£39.99
Hardback 230 Pages / Published: 08/11/2013
  • Not available

This product is currently unavailable.

  • This item has been added to your basket
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.

Publisher: Palgrave Macmillan
ISBN: 9781137297105
Number of pages: 230
Weight: 4041 g
Dimensions: 216 x 140 x 20 mm


MEDIA REVIEWS

"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 serious students 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 Soren 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

You may also be interested in...

SPIN (R)-Selling
Added to basket
£20.99
Paperback
Brand Famous
Added to basket
£14.99
Paperback
The Fire Engine That Disappeared
Added to basket
Growth Hacker Marketing
Added to basket
Hooked
Added to basket
£12.99
Hardback
Brand Success
Added to basket
£19.99
Paperback
Hegarty on Creativity
Added to basket
Contagious
Added to basket
£8.99
Paperback
Secrets of Question Based Selling
Added to basket
Sell or Be Sold
Added to basket
£21.50
Hardback
Marketing For Dummies
Added to basket
The Third Screen
Added to basket
£14.99
Paperback
The Sales Bible, New Edition
Added to basket
The 22 Immutable Laws Of Marketing
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.