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Cultural Intelligence for Marketers : Building an Inclusive Marketing Strategy
WINNER: 2024 International Book Awards - Business: Marketing & Advertising WINNER: Readers' Favorite Book Awards 2024 - Honorable Mention in Non-Fiction MarketingWINNER: NYC Big Book Award 2024 - Public Relations & MarketingWINNER: Goody Business Book Award 2024 - Marketing - BrandingFINALIST: National Indie Excellence Awards 2024 - Marketing & Public RelationsFINALIST: American Book Fest Best Book Awards 2024 - Business: Marketing & AdvertisingBrands not only reflect culture but actively shape societal norms and values.Move beyond performative inclusive marketing and drive the cultural conversation. A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large.Learn how to produce inclusive marketing using an approach grounded in critical perspectives on society and the impact brands wield in shaping it.In this book, cultural theorist and strategist Anastasia Karklina Gabriel draws on social analysis, media theory, and semiotics to help marketers improve cultural fluency and future-proof brand strategy by embedding equity and inclusion into every aspect of marketing.Cultural Intelligence for Marketers explains how to create an inclusive marketing strategy using an actionable approach that draws on advanced insights into culture, identity, representation, and the power of media in driving social change. The book offers an in-depth dive into the urgent need for cultural competence in marketing using a framework rooted in 4Cs: Culture, communication, critical consciousness, and community.It delves into practical aspects of conscious marketing, inclusive innovation, cultural insights, brand activism, social impact, and responsibility in business.It features insights from current and former marketing leaders at Wieden+Kennedy, Mindshare, Dentsu, and Saatchi & Saatchi, among others.Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, including Microsoft, Pinterest, Billie, and REI, Gabriel outlines the process of deploying cultural intelligence to attain commercial advantage while transforming society for the better.
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Cultural Analytics
A book at the intersection of data science and media studies, presenting concepts and methods for computational analysis of cultural data.How can we see a billion images? What analytical methods can we bring to bear on the astonishing scale of digital culture--the billions of photographs shared on social media every day, the hundreds of millions of songs created by twenty million musicians on Soundcloud, the content of four billion Pinterest boards?In Cultural Analytics, Lev Manovich presents concepts and methods for computational analysis of cultural data.Drawing on more than a decade of research and projects from his own lab, Manovich offers a gentle, nontechnical introduction to the core ideas of data analytics and discusses the ways that our society uses data and algorithms.
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Keywords in Criminology : A Cultural Dictionary
Taking inspiration from the classic text by Raymond Williams, Keywords in Criminology reflects on the language used by criminologists and offers a one-stop guide to core concepts in the discipline.Written for the budding Criminology student, it offers a specialized but plain dictionary for a specialized discipline. From Abolitionism to Xenophobia, the entries unveil the ambiguities and conflicting interpretations of the concepts discussed, and explore their historical context, their analytical use, adoption or critical rejection.The original formulation of each concept is examined along with the practices the concept has shaped, and the favourable and unfavourable outcomes it has generated.Keywords in Criminology is a handy and pithy companion for any Criminology student.It offers excellent supplementary reading for core courses on criminological, social and cultural theory.
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Cross-Cultural Social Media Marketing : Bridging Across Cultural Differences
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy.Social media marketing complements a brand or company's current marketing strategy as it aids in amplifying a company's brand voice and presence.This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally. Marketers must be strategic in how they utilize these platforms by first understanding their consumers, while at the same time, meeting their business goals and objectives.Case studies on companies that use social media and advanced technologies to increase their brand awareness, engagement and conversion are discussed in this book.As businesses globalize, many marketers are struggling to establish a presence outside of the United States.Thus, this book also discusses the cultural differences in each country and how these differences matter when considering the usage of each of the social media platforms in certain countries. In this new work, digital marketing expert Emi Moriuchi educates business owners, marketing practitioners, students, as well as marketing researchers in understanding the usage of social media strategy .Containing both evergreen content as well as trending knowledge in the consumer market, this is a must-read for understanding social media marketing for domestic and international market.
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Globally-Minded Marketing : A Cultural Approach to Building Iconic Brands
This textbook shows students how to conduct strategic marketing with a global mindset, rather than just with an international focus.It illustrates how companies can take advantage of the opportunities and address the challenges associated with the increasing globalization of markets.Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors.Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today’s consumers, who tend to be more multicultural.
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Cultural Values in Strategy and Organization
The field of strategy science has grown in both the diversity of issues it addresses and the increasingly interdisciplinary approaches it adopts in understanding the nature and significance of problems that are continuously emerging in the world of human endeavor.These newer kinds of challenges and opportunities arise in all forms of organizations, encompassing private and public enterprises, and with strategies that experiment with breaking the traditional molds and contours.The field of strategy science is also, perhaps inevitably, being impacted by the proliferation of hybrid organizations such as strategic alliances, the upsurge of approaches that go beyond the customary emphasis on competitiveness and profit making, and the intermixing of time-honored categories of activities such as business, industry, commerce, trade, government, the professions, and so on.The blurring of the boundaries between various areas and types of human activities points to a need for academic research to address the consequential developments in strategic issues.Hence, research and thinking about the nature of issues to be tackled by strategy science should also cultivate requisite variety in issues recognized for research inquiry, including the conceptual foundations of strategy and strategy making, and the examination of the critical roles of strategy makers, strategic thinking, time and temporalities, business and other goal choices, diversity in organizing modes for strategy implementation, and the complexities of managing strategy, to name a few.This book series on Research in Strategy Science aims to provide an outlet for ideas and issues that publications in the field do not provide, either expressly or adequately, especially as regards the comprehensive coverage deserved by certain emerging areas of interest.The topics of the volumes in the series will keep in view this objective to expand the research areas and theoretical approaches routinely found in strategy science, the better to permit expanded and expansive treatments of promising issues that may not sufficiently align with the usual research coverage of publications in the field.Cultural Values in Strategy and Organization contains contributions by leading scholars on the role of cultural values in the field of strategy science research.The 11 chapters in this volume cover the topics of ecological organizing and evolving cultural values, corporate cultural responsibility, cultural integration in mergers and acquisitions, culture and paradoxical frames, cultural values in the fair trade market, national culture and legitimacy, family businesses as values-driven organizations, cultural intelligence of executives, building an alliance culture, personal values of civil engineers and architects, and cultural characteristics of Chilean and Brazilian workforces.The chapters collectively present a wide-ranging review of the noteworthy research perspectives on the role of cultural values in strategy and organization.
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The Marketing Agency Blueprint : The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period.The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge.Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry.Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns.The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose.The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales.It will use efficiency and productivity, not billable hours, as the essential drivers of profitability.Its value and success will be measured by outcomes, not outputs.Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors.The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainersDevelop highly efficient management systems and more effective account teamsDeliver greater results and value to clients This is the future of the marketing services industry.A future defined and led by underdogs and innovators.You have the opportunity to be at the forefront of the transformation.
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Global Marketing and Advertising : Understanding Cultural Paradoxes
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy.It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.Includes discussion of how Covid-19 has impacted globalization.More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
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