'This book is long overdue. Marketing is usually taught as the interplay of economics and psychology, even though it’s been accepted, perhaps since Polanyi but certainly since Granovetter, that economics is embedded in social relations. If we disregard the social and cultural, our marketing strategies are precarious, and prone to collapse whenever social relations shift under them.' - John Deighton, Harvard Business School, USA
'I have been dreaming about this book being written, my course will be so much better with this book in existance' - @FinolaK (https://twitter.com/FinolaK aka Finola Kerrigan, Kings College London, UK)
'Understanding the ways in which culture shapes the strategies and tactics of marketers and consumers is a principal challenge of our new century. The authors use many of the approaches of consumer culture theory to tack skillfully between global, regional and local perspectives of a wide range of managerial issues, engaging each of the elements of the marketing mix in a lively and rigorous discussion. This book is unlike any management text you have ever encountered. It will help redefine the field.' - John F. Sherry, Jr., Mendoza College, University of Notre Dame, USA
'This novel book is an invaluable resource for bringing cultural perspectives to the marketing classroom. It highlights the "practical value" of scholarship informed by cultural theory, offering a wide selection of concepts and cases that marketing educators can draw on to provide their students with a contemporary understanding of marketing practice.' - Eileen Fischer, Schulich School of Business, York University, Canada
About the Author
Lisa Peñaloza is Professor of Marketing at EDHEC Business School, Lille, France. Her work exploring interpellations of cultural meanings and economic valuation in credit/debt, migration, community formation, and retailing is published in the Journal of Consumer Research, Journal of Marketing and Consumption, Markets and Culture.
Nil Toulouse is Professor of Marketing at the Université Lille Nord de France and Skema Business School, France. Nil’s research on sustainability, consumer ethics, immigration and fair trade appears in over 20 articles and chapters in periodicals and books, including the Journal of Macromarketing, Journal of Business Research, and Journal of Business Ethics.
Luca M. Visconti is Associate Professor of Marketing at ESCP Europe, Paris. His work appears in books and journals, including the Journal of Consumer Research, Journal of Advertising, Industrial Marketing Management, Journal of Business Research, Journal of Consumer Culture, and Consumption, Markets and Culture.