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.
Mục lục
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
Giới thiệu về tác giả
Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London. His research and writing on marketing, advertising, media, education, and consumer cultural policy issues has been published in more than 100 books, research articles, and features. He has consulted with government bodies such as the Department of Health and the Cabinet Office Behavioural Insights Team on alcohol policy, and with commercial organizations such as Channel 4 Television, New Media Group, Sky Media, and The Huffington Post on product placement and native advertising.
He is a regular contributor to print and broadcast media on marketing and consumer policy topics. His TV and radio appearances include BBC Breakfast TV, Channel 4 News, ITV Tonight, BBC Radio 4 You and Yours, and BBC Radio 4 Thinking Allowed. His research and comment has been quoted in many national and international newspapers such as the
Guardian, Daily Mirror,
The Times, the
Daily Telegraph,
The Age, and the
Times of India, and in trade publications such as
Campaign, Advertising Age, the
Financial Times, and
Harvard Business Review. His opinion pieces and features have appeared in various print publications including
Times Higher Education, Admap, and
The Psychologist.
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