Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy - Couverture souple

Gabriel, Anastasia Karklina

Couverture souple

ISBN 10 : 1398614033 ISBN 13 : 9781398614031

Editeur : Kogan Page, 2024

Synopsis

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.

A propos du livre

À propos de l?auteur

Dr. Anastasia Karklina Gabriel is a cultural theorist and strategist who specializes in inclusive marketing. Currently a cultural intelligence lead at Reddit, Dr. Gabriel earned her doctorate in cultural studies from Duke University and consulted for the world's top brands at agencies like Wieden+Kennedy, McCann, Kantar and Dentsu Creative. A lifelong activist, she helps brands increase cultural fluency and leverage a socially conscious approach to cultural strategy and innovation. Her activism has been covered in The New York Times, The Washington Post, USA Today and WSJ. Dr. Gabriel is based in New York City, New York.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2024
• Langue: anglais
• ISBN 10: 1398614033
• ISBN 13: 9781398614031
• Reliure: Broché
• Nombre de pages: 280
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne