Name: Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (en Inglés)
SKU: 55977629
Price: 915.00 MXN
Availability: InStock
Author: Anastasia Karklina Gabriel
ISBN: 9781398614031

portada Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (en Inglés)

Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (en Inglés)

Formato

Libro Físico

Editorial

Kogan Page

Autor

Anastasia Karklina Gabriel

Idioma

Inglés

N° páginas

280

Encuadernación

Tapa Blanda

ISBN13

9781398614031

N° edición

Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (en Inglés)

Anastasia Karklina Gabriel (Autor) · Kogan Page · Tapa Blanda

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Reseña del libro "Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (en Inglés)"

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.