Marketing in Context [electronic resource] : Setting the Scene /
Hackley, Chris.author.
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.
Cover; Half-Title; Title; Copyright; Dedication; Contents; 1 Setting the marketing scene; Marketing and its context; Talking marketing; Marketing's place in the world; The mise-en-scéne; The Olympic cheek of Dr Dre; Marketing myths; The spread of the idea of marketing; The politics of marketing science; Summary: contextual marketing and competing knowledge; 2 Marketing as communication; Oreos and Superbowl 2013; Social media and mass audience platforms; Social media, research, and consumer insight; Consumer insight and cultural translation; Consumer insight and Dove CfRB social marketing
Social media bites back- the FemFresh launch leaves a bad tasteBodyform makes fun of its own period myth; Communication reception in marketing; Edward Bernays and the social science of Public Relations; Marketing and PR in a convergent media environment; The language of marketing in organizations; Digital communication and the marketing concept; The consumer "decision"; 3 Marketing ideology and mass media; PR and the cultural mise-en-scéne; Blurring lines between marketing and PR; Context and "content" marketing; Sales effects of content marketing; Content and episodic memory
Marketing as propaganda?Vance Packard and marketing ethics; Advertising as PR; Marketing semiotics; Media and marketing in consumer cultural experience; 4 Ideologies of space; The mise-en-scéne and the moving viewer; Marketing influence on retail design; Urban spaces and marketing; Servicescapes and positioning; Marketing rationality: penetrating urban life and consumer consciousness; Marketing signs and consumer resistance; Psychogeography and urban space; The urban marketing spectacle; Context and cultural critique; Marketing and generosity; 5 Marketing ideology and social policy
Marketing ideology in courses and booksSocial marketing and "nudge" theory as policy techniques; The limits of advertising bans; Making use of the Mad Men; Young people and "sensible" drinking in the UK; My encounter with a policy nudger; Implicit meaning and advertising regulation; Marketing and symbolism; 6 Consumer agency and brand culture; Market Structure and Brands; Brand extensions; Does concentrated brand ownership limit consumer freedom?; The individual and the group; Ethical issues of market power; The UK's fast food culture; Marketing's struggle with culture
Who is the consumer? Answers from ad agency account teamsStructure, or agency?; 7 Managing marketing - in context; Conventional marketing and contextual marketing; Media brands and marketing; Philosophical assumptions in marketing management; More thoughts on the consumer cultural mise-en-scéne; Theory and practice in contextual marketing; Marketing and power; Marketing and managerialism; Contextual thinking in marketing practice; Notes; Index
Includes index.
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.
Marketing.
Operations research.
Decision making.
Leadership.
Public relations.
Marketing.
Operations Research/Decision Theory.
Business Strategy/Leadership.
Corporate Communication/Public Relations.