Marketing in Context

Setting the Scene
2013. Auflage 2013
ISBN: 978-1-137-29710-5
Verlag: Palgrave MacMillan UK

Buch, Englisch, 230 Seiten, Format (B × H): 141 mm x 223 mm, Gewicht: 4041 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Hackley, Chris

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Entscheidungsfindung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensforschung

Inhaltsverzeichnis

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

Über Autor(innen)

Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London. His research and writing on marketing, advertising, media, education, and consumer cultural policy issues has been published in more than 100 books, research articles, and features. He has consulted with government bodies such as the Department of Health and the Cabinet Office Behavioural Insights Team on alcohol policy, and with commercial organizations such as Channel 4 Television, New Media Group, Sky Media, and The Huffington Post on product placement and native advertising.

He is a regular contributor to print and broadcast media on marketing and consumer policy topics. His TV and radio appearances include BBC Breakfast TV, Channel 4 News, ITV Tonight, BBC Radio 4 You and Yours, and BBC Radio 4 Thinking Allowed. His research and comment has been quoted in many national and international newspapers such as the , , the , and the , and in trade publications such as , the and . His opinion pieces and features have appeared in various print publications including , and .