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Marketplace Anthropology

Swapna Gopalan (Author) Nasreen Taher (Author)

In an increasingly multicultural marketing context, the question of the compatibility of ethical values with cultural borders has gained much importance over the past decades. Given that more and more countries with rapid economic development are being integrated into world markets, culture needs to be understood as a multidimensional phenomenon that comprises more than just nationality. In the last few years, there has been a rapidly increasing need for an in-depth cross-cultural consumer understanding. A marketer must not only understand fully the meanings of brands and products to domestic consumers, but must also attempt to understand which of these meanings are easily and effectively transportable to consumers in other cultures. Consumption and the consumer have always had and, will continue to have, far-reaching managerial consequences, with contemporary marketing and consumer behavior steadily responding to a growing demand for insights into both the empirical and the practical realities of consumer culture. This book delves into the anthropological perspectives and methods as employed in the elements of the marketing mix, advertising and promotion, relationship management, managerial intervention and development, class and gender-linked consumer behavior, and the product of consumption.

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About the authors

Swapna Gopalan

Swapna Gopalan holds an MBA in Finance from the Bangalore University. She is currently working as a Consulting Editor at the Icfai Research Centre, Bangalore. She is also a Visiting Faculty (Finance) at the Icfai Business School, Bangalore. She has been a regular contributor of articles and case studies to various publications of the Icfai University Press. Her other areas of interest include philosophy and spiritualism.

Nasreen Taher

Nasreen Taher holds a Masters degree in Business Management and a Postgraduate Diploma in Print and Broadcast Journalism. Prior to joining Icfai, she was associated with various national dailies and a business magazine as an Editor. Several of her short stories have been published in women’s magazines, and a few of these have received meritorious recognition. She has written a large number of original articles and book reviews which have been featured in various publications. At present, as a consulting editor, she has been actively involved in research, and editing of publications at the Center for Business Research, Icfai Business School, Bangalore.

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Bibliographic information

Title Marketplace Anthropology
Format Hardcover
Date published: 20.11.2007
Edition 1st ed.
Language: English
isbn 813140529X
length 284