Marketing in Context

Setting the Scene

Authors: Hackley, C.

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About this book

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.

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 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


Table of contents (7 chapters)

Buy this book

eBook n/a
  • ISBN 978-1-137-29711-2
  • Digitally watermarked, no DRM
  • Included format: PDF
  • eBooks can be used on all reading devices
Hardcover n/a
  • ISBN 978-1-137-29710-5
  • Free shipping for individuals worldwide
Softcover n/a
  • ISBN 978-1-349-45203-3
  • Free shipping for individuals worldwide

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Bibliographic Information

Bibliographic Information
Book Title
Marketing in Context
Book Subtitle
Setting the Scene
Authors
Copyright
2013
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-1-137-29711-2
DOI
10.1057/9781137297112
Hardcover ISBN
978-1-137-29710-5
Softcover ISBN
978-1-349-45203-3
Edition Number
1
Number of Pages
X, 230
Topics