000			03416 a2200205 4500
005			20250721144818.0
008			250719b |||||||| |||| 00| 0 eng d
020			_a9781398614031
082			_a658.8 _bGAB
100			_aGabriel, Anastasia Karklina _921253
245			_aCultural intelligence for marketers: _bbuilding an inclusive marketing strategy
260			_bKogan Page Inc _aNew York _c2024
300			_axii, 262 p.
365			_aUSD _b47.99
500			_aTable of contents: About the book Table of contents Reviews Table of contents Chapter - 00: Introduction; Chapter - 01: Redefining Brand Success: The Essentials of Cultural Fluency; Chapter - 02: Unlocking the 4Cs of Cultural Intelligence; Chapter - 03: Culture: Building the Foundation for an Inclusive Marketing Strategy; Chapter - 04: Communication: From Performative Marketing to Inclusive Representation; Chapter - 05: Consciousness: Building Ethical Marketing Practices Beyond Buzzwords; Chapter - 06: Community: Brand Accountability and Co-Creation as the New Model of Community Engagement; ; Chapter - 07: Now What? Developing Cultural Intelligence Capabilities; Chapter - 08: What's Next? The Future of Culturally Intelligent Marketing; Chapter - 09: Conclusion: How to Become a Catalyst for Inclusive Marketing [https://www.koganpage.com/marketing-communications/cultural-intelligence-for-marketers-9781398614031#contentgroupsection-toc]
520			_aBrands 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. (https://www.koganpage.com/marketing-communications/cultural-intelligence-for-marketers-9781398614031#contentgroupsection-about)
650			_aMarketing strategy _915496
650			_aMarketing intelligence _924723
942			_cBK _2ddc
999			_c10107 _d10107