Marketing in Context
Setting the Scene

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Bibliographic Details
Authors and Corporations: Hackley, Chris (Author)
published: Palgrave Macmillan 2013
Media Type: Book, E-Book

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further information
Physical Description: 230; Color of cover: Black, Color of cover: Blue, Color of cover: Silver, Color of cover:, Color of cover: Yellow, X, 230 p., London; 141 x 223 x 25
ISBN: 9781137297105
Subjects:
Monographie
Collection: PDA Print VUB
Table of Contents

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