Download or read book Cultural Intelligence for Marketers written by Anastasia Karklina Gabriel and published by Kogan Page Publishers. This book was released on 2024-03-03 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Curious About Culture written by Gaiti Rabbani and published by Major Street Publishing. This book was released on 2022-01-01 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether you are on a journey of self-reflection or wish to influence others, this definitive guide to cross-cultural engagement will help you to understand your own cultural narrative and better connect with people of other cultural backgrounds.Curious about Culture by Gaiti Rabbani invites readers on a journey of introspection to discover the multitude of cultural influences that shape their view of the world.Culture is not geographically bound. It is about more than just where you were born and where you live. Gender, generation and language, among other factors, all contribute to your cultural lens and how well you can connect with others.Improving cross-cultural engagement starts with understanding yourself. You will uncover your own cultural drivers that will help you cultivate meaningful cross-cultural conversations. We all have multiple facets to our identities and some of them are likely to be stigmatised. The author encourages readers to be curious and dive beyond the apparent cues when engaging across cultures, highlighting the pitfalls of drawing upon assumptions and defaulting to stereotypes.Anecdotes from the leading cultural intelligence specialist, Gaiti Rabbani's rich personal and professional experiences along with research-based insights, create a relatable, insightful and thought-provoking read. Whether you are on a journey of self-reflection or wish to influence others, this book will help you to understand your own cultural narrative and better connect with people of other cultural backgrounds.Curious about Culture is a practical reference for the enterprising and curious professional.
Download or read book CQ written by P. Christopher Earley and published by Stanford University Press. This book was released on 2006 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book helps a manager understand and assess personal cultural intelligence and how to leverage this capability in diverse work environments.
Download or read book Multicultural Intelligence written by David R. Morse and published by . This book was released on 2018 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.
Download or read book Cultural Intelligence for Marketers written by Anastasia Karklina Gabriel and published by Kogan Page. This book was released on 2024-03-26 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.
Download or read book Intercultural Service Encounters written by Piyush Sharma and published by Springer. This book was released on 2018-06-19 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates intercultural service encounters (ICSEs) in light of the rapidly globalizing world economy, examining the extant literature on the topic and identifying areas which require further exploration. With a focus on intercultural communication and competence, the author analyses diverse conceptual frameworks, providing theoretical models and practical initiatives for those working within the services marketing industry. An excellent resource for anyone interested in how culture shapes customer and employee expectations and perceptions, this book addresses the potential implications and limitations of future models.
Download or read book Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2019-06-14 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.
Download or read book Leading with Cultural Intelligence written by David A. Livermore and published by AMACOM/American Management Association. This book was released on 2010 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is CQ? And why do leaders need it in our increasingly connected world?
Download or read book Chief Culture Officer written by Grant McCracken and published by . This book was released on 2011-05-10 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: The American corporation--deaf and blind to the world around it--needs a new professional. It needs a Chief Culture Officer. Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends while developing a systematic understanding of the deep waves of culture in America and the world. The CCO would be the corporation's eyes and ears, allowing it to detect coming changes, even when they exist only as the weakest of signals. Trenchantly on point and bursting with insight and character, Chief Culture Officer is sure to expand your horizons--and your business.
Download or read book Rethinking Luxury Fashion written by Thomaï Serdari and published by Springer Nature. This book was released on 2020-09-01 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.
Download or read book Cultural Intelligence written by P. Christopher Earley and published by Stanford University Press. This book was released on 2003 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a global market where international teams, initiatives, and joint ventures are increasingly common, it is extremely important for people to integrate themselves in new cultures. Strategies for selecting and training people on global perspectives are critical for managing business. In this book, the authors develop the idea of cultural intelligence and examine its three essential facets: cognition, the ability to develop patterns from cultural cues; motivation, the desire and ability to engage others; and behavior, the capability to act in accordance with cognition and motivation. They explore the fundamental nature of cultural intelligence and its relationship to other frameworks of intelligence.-Back cover.
Download or read book Cultural Intelligence written by David A. Livermore and published by Baker Academic. This book was released on 2009-02 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: An intercultural ministry expert demonstrates the necessity of Cultural Intelligence for effectively serving an increasingly diverse church and world.
Download or read book Cultural Intelligence written by Julia Middleton and published by Bloomsbury Publishing. This book was released on 2014-05-22 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Right now, vast amounts of time and money are being invested all round the world in building global brands and organisations. But where are the global leaders who will lead them? Leaders who can cross cultural boundaries: between east and west, and north and south; between faiths and beliefs; between public, private and voluntary sectors; and between the generations? Where are the leaders who can lead in what Julia calls the “magnet cities” of the world: where the world's most talented young people will convene? Because these people will simply turn their backs on bosses who demand that their teams think and behave alike. The race is on to develop leaders with CQ. And this book is designed to give readers a decisive head start. In the process, Julia has spoken to leaders all round the world, and invited them to tell their own CQ stories: successful and disastrous, serious and funny, poignant, pragmatic and often highly personal. The result is surprising, challenging and frequently uncomfortable (there is no simplistic advice here about how to exchange business cards in the correct local manner). But the ambition is huge. As is the prize for the next generation of leaders who see the opportunity she outlines - and grasp it.
Download or read book Cross Cultural Social Media Marketing written by Emi Moriuchi and published by Emerald Group Publishing. This book was released on 2021-06-22 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
Download or read book The AI Marketing Canvas written by Raj Venkatesan and published by Stanford University Press. This book was released on 2021-05-18 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.
Download or read book Transcultural Marketing for Incremental and Radical Innovation written by Bryan Christiansen and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different cultures and multiple languages"--
Download or read book Cross Cultural Aspects of Tourism and Hospitality written by Erdogan Koc and published by Routledge. This book was released on 2020-09-03 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cross-Cultural Aspects of Tourism and Hospitality is the first textbook to offer students, lecturers, researchers and practitioners a comprehensive guide to the influence of culture on service providers as well as on customers, affecting both the supply and the demand sides of the industry – organisational behaviour, and human resource management, and marketing and consumer behaviour. Given the need for delivering superior customer value, understanding different cultures from both demand and supply sides of tourism and hospitality and the impact of culture on these international industries is an essential part of all students’ and practitioners’ learning and development. This book takes a research-based approach critically reviewing seminal cultural theories and evaluating how these influence employee and customer behaviour in service encounters, marketing, and management processes and activities. Individual chapters cover a diverse range of cultural aspects including intercultural competence and intercultural sensitivity, uncertainty and risk avoidance, context in communication, power distance, indulgence and restraint, time orientation, gender, assertiveness, individualism and collectivism, performance orientation, and humane orientation. This book integrates international case studies throughout to show the application of theory, includes self-test questions, activities, further reading, and a set of PowerPoint slides to accompany each chapter. This will be essential reading for all students, lecturers, researchers and practitioners and future managers in the fields of Tourism and Hospitality.
