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Marketing in Context

Setting the Scene

  • Authors
  • Chris Hackley

Table of contents

  1. Front Matter
    Pages i-ix
  2. Chris Hackley
    Pages 1-28
  3. Chris Hackley
    Pages 29-58
  4. Chris Hackley
    Pages 59-88
  5. Chris Hackley
    Pages 89-114
  6. Chris Hackley
    Pages 115-140
  7. Chris Hackley
    Pages 141-166
  8. Chris Hackley
    Pages 167-194
  9. Back Matter
    Pages 195-224

About this book

Introduction

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.

Keywords

brand communication marketing mass

Bibliographic information