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Marketing in Context
ISBN-13:
9781137297112
Veröffentl:
2013
Seiten:
230
Autor:
Chris Hackley
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
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
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