Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy

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Kogan Page Publishers, 3 mar 2024 - 280 pagine

WINNER: 2024 International Book Awards - Business: Marketing & Advertising
WINNER: Readers' Favorite Book Awards 2024 - Honorable Mention in Non-Fiction Marketing
WINNER: NYC Big Book Award 2024 - Public Relations & Marketing
WINNER: Goody Business Book Award 2024 - Marketing - Branding
FINALIST: National Indie Excellence Awards 2024 - Marketing & Public Relations
FINALIST: American Book Fest Best Book Awards 2024 - Business: Marketing & Advertising

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.

 

Pagine selezionate

Sommario

A New Paradigm for Culturally Fluent Brands
1
The Essentials of Cultural Fluency
19
2 Unlocking the 4Cs of Cultural Intelligence
46
Building the Foundation for an Inclusive Marketing Strategy
70
From Performative Marketing to Inclusive Representation
106
Building Ethical Marketing Practices Beyond Buzzwords
134
Brand Accountability and CoCreation as the New Model of Brand Engagement
153
7 Now What? Developing Cultural Intelligence Capabilities
180
8 Whats Next? The Future of Culturally Intelligent Marketing
204
Becoming a Catalyst for Inclusive Marketing
225
References and Further Reading
244
Index
254
Copyright

Altre edizioni - Visualizza tutto

Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy
Anastasia Karklina Gabriel
Anteprima non disponibile - 2024
Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy
Anastasia Karklina Gabriel
Anteprima non disponibile - 2024

Parole e frasi comuni

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Informazioni sull'autore (2024)

Anastasia Karklina Gabriel is a cultural theorist and strategist, specializing in inclusivity within marketing, media and tech. Previously a senior insights lead at Reddit, she earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands and agencies. A lifelong activist, she helps brands ignite cultural innovation and leverage the power of media for good. Her insights have been featured by the Cannes Lions International Festival of Creativity, the Association of National Advertisers, the American Marketing Association, Advertising Week, Wall Street Journal, New York Times, Washington Post and Teen Vogue.

Informazioni bibliografiche

TitoloCultural Intelligence for Marketers: Building an Inclusive Marketing Strategy
AutoreAnastasia Karklina Gabriel
EditoreKogan Page Publishers, 2024
ISBN1398614041, 9781398614048
Lunghezza280 pagine
  
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