Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. Lien vers l'article
DION, D. and SITZ, L. (2020). Regional affiliations: Building a marketing strategy on regional ethnicity. In: ViscontIi L., Peñaloza L. and Toulouse N. eds. Marketing Management: A Cultural Perspective. 2nd ed. London & New York: Routledge, pp. 47-58.