Author: Anastasia Karklina Gabriel
Publisher: Kogan Page Publishers
ISBN: 1398614041
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
Brands 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.
Author: Anastasia Karklina Gabriel
Publisher: Kogan Page
ISBN: 9781398614055
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.
Author: Gaiti Rabbani
Publisher: Major Street Publishing
ISBN: 0648980316
Category : Business & Economics
Languages : en
Pages : 126
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Book Description
Whether you are on a journey of self-reflection or wish to influence others, this definitive guide to cross-cultural engagement will help you to understand your own cultural narrative and better connect with people of other cultural backgrounds.Curious about Culture by Gaiti Rabbani invites readers on a journey of introspection to discover the multitude of cultural influences that shape their view of the world.Culture is not geographically bound. It is about more than just where you were born and where you live. Gender, generation and language, among other factors, all contribute to your cultural lens and how well you can connect with others.Improving cross-cultural engagement starts with understanding yourself. You will uncover your own cultural drivers that will help you cultivate meaningful cross-cultural conversations. We all have multiple facets to our identities and some of them are likely to be stigmatised. The author encourages readers to be curious and dive beyond the apparent cues when engaging across cultures, highlighting the pitfalls of drawing upon assumptions and defaulting to stereotypes.Anecdotes from the leading cultural intelligence specialist, Gaiti Rabbani's rich personal and professional experiences along with research-based insights, create a relatable, insightful and thought-provoking read. Whether you are on a journey of self-reflection or wish to influence others, this book will help you to understand your own cultural narrative and better connect with people of other cultural backgrounds.Curious about Culture is a practical reference for the enterprising and curious professional.
Author: P. Christopher Earley
Publisher: Stanford University Press
ISBN: 9780804743136
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
This book helps a manager understand and assess personal cultural intelligence and how to leverage this capability in diverse work environments.
Author: David R. Morse
Publisher:
ISBN: 9781941688526
Category : Market segmentation
Languages : en
Pages : 258
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Book Description
"With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.
Author: Piyush Sharma
Publisher: Springer
ISBN: 3319919415
Category : Business & Economics
Languages : en
Pages : 105
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Book Description
This book investigates intercultural service encounters (ICSEs) in light of the rapidly globalizing world economy, examining the extant literature on the topic and identifying areas which require further exploration. With a focus on intercultural communication and competence, the author analyses diverse conceptual frameworks, providing theoretical models and practical initiatives for those working within the services marketing industry. An excellent resource for anyone interested in how culture shapes customer and employee expectations and perceptions, this book addresses the potential implications and limitations of future models.
Author: David A. Livermore
Publisher: AMACOM/American Management Association
ISBN: 0814414877
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
What is CQ? And why do leaders need it in our increasingly connected world?
Author: Khosrow-Pour, D.B.A., Mehdi
Publisher: IGI Global
ISBN: 1522569812
Category : Business & Economics
Languages : en
Pages : 357
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Book Description
One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.
Author: Grant McCracken
Publisher:
ISBN: 0465022049
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
The American corporation--deaf and blind to the world around it--needs a new professional. It needs a Chief Culture Officer. Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends while developing a systematic understanding of the deep waves of culture in America and the world. The CCO would be the corporation's eyes and ears, allowing it to detect coming changes, even when they exist only as the weakest of signals. Trenchantly on point and bursting with insight and character, Chief Culture Officer is sure to expand your horizons--and your business.
Author: Thomaï Serdari
Publisher: Springer Nature
ISBN: 3030453014
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.
