Marketing in context : setting the sceneUpplaga 2013

The latest research on the importance of context and culture in marketing, providing need-to-know content for marketing professionals. Large-scale marketing is not about persuading people to make buying decisions; it is about framing choices to make their buying decisions redundant. The best marketing doesn't just focus on the individual psychology of the consumer in isolation, but operates at a cultural level, taking into account their wider background, environment and lifestyle and analysing their choices and behaviours in this context, so that the customer isn't even aware their buying decisions are being influenced. In this rigorous and practical book Chris Hackley presents the latest research and provides need-to-know content for marketing professionals.