Marketing in Context Setting the Scene [Hardcover]

The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.1. Setting the Marketing Scene 2. Marketing as Communication 3. Marketing ideology and mass media 4. Ideologies of space 5. Marketing Ideology and Social Policy 6. Consumer Agency and Brand Culture 7. Managing Marketing  in Context

Once again Professor Hackley has written the book I wished I had. Lucid, cogent, entertaining and above all critical, this book should be required reading for anyone interested in a more sophisticated understanding of the role and influence of marketing in contemporary society. - Avi Shankar, Professor of Consumer Research, School of Management, University of Bath

This is an excellent book that calls for marketing to be more contextually sensitive, creative and theatrical in its efforts to shape the texture of the consumer cultural context. It offers a wealth of insights for students, theorists, practitioners and public policy makers alike. - Professor Mark Tadajewski, Durham University

Chris Hackley does for consumer culture what Malcolm Gladwell did for epidemiology - he takes complex ideas about the reality of consumption and marketing and communicates them in an engaging, jargon-free manner without sacrificing depth and richness. This book should be read by all serious students of marketing and consumption practice. - Professor Michael Beverland, School of Management, University of Bath

Finally! An introductory marketing textbook that takes marketing as a cultural practice seriously. Far beyond being a mere individually oriented persuasion technique, contemporary marketing is a cultural navigation ability that mobilizes markets. And tlc%