Marketing in Context

Transcription

1 Marketing in Context

2 This Page Intentionally Left Blank

3 MARKETING IN CONTEXT Setting the Scene Chris Hack ley

4 Chris Hackley 2013 Softcover reprint of the hardcover 1st edition 2013 ISBN All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act First published 2013 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries ISBN DOI / ISBN (ebook) This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress.

5 I dedicate this book to my wife Amy Rungpaka, my daughter Dulcie-Bella Caitlin and my sons Michael, James and Nicholas

6 This Page Intentionally Left Blank

7 Content s 1 Setting the marketing scene 1 Marketing and its context 1 Talking marketing 4 Marketing s place in the world 6 The mise-en-scéne 7 The Olympic cheek of Dr Dre 11 Marketing my ths 15 The spread of the idea of marketing 19 The politics of marketing science 22 Summary: contextual marketing and competing knowledge 26 2 M arke t i ng as co m mu ni c at i o n 29 Oreos and Sup erb owl Social media and mass audience platforms 32 Social media, research, and consumer insight 35 Consumer insight and cultural translation 37 Consumer insight and Dove CfRB so cial marketing 38 Social media bites back- the FemFresh launch leaves a bad taste 41 Bodyform makes fun of its own period myth 43 Communication reception in marketing 45 Edward Bernays and the social science of Public Relations 47 Marketing and PR in a convergent media environment 50 The language of marketing in organizations 52 Digital communication and the marketing concept 55 The consumer decision 57 vii

8 viii Contents 3 Marketing ideology and mass media 59 PR and the cultural mise-en-scéne 59 Blurring lines between marketing and PR 63 Context and content marketing 66 Sales effects of content marketing 69 Content and episo dic memor y 71 Marketing as prop aganda? 74 Vance Packard and marketing ethics 76 Adver tising as PR 81 Marketing semiotic s 83 Media and marketing in consumer cultural experience 86 4 I d e o l o g ie s o f s pace 89 The mise-en-scéne and the moving viewer 89 Marketing inf luence on retail design 91 Urban spaces and marketing 94 Servicescapes and positioning 95 Marketing rationality: penetrating urban life and consumer consciousness 99 Marketing signs and consumer resistance 102 Psychogeography and urban space 103 The urban marketing spectacle 109 Context and cultural critique 110 Marketing and generosity Marketing ideology and social policy 115 Marketing ideology in courses and books 115 Social marketing and nudge theory as p olic y te chniques 121 The limits of advertising bans 125 Making use of the Mad Men 127 Young people and sensible drinking in the UK 129 My encounter with a policy nudger 133 Implicit meaning and advertising regulation 138 Marketing and symbolism 139

9 Contents ix 6 Consumer agency and brand culture 141 Market Structure and Brands 141 Brand e x tensions 14 4 Does concentrated brand ownership limit consumer freedom? 145 The individual and the group 147 Ethical issues of market power 149 The UK s fast food culture 152 Marketing s struggle with culture 155 Who is the consumer? Answers from ad agency account teams 156 Structure, or agency? Managing marketing in context 167 Conventional marketing and contextual marketing 167 Media brands and marketing 169 Philosophical assumptions in marketing management 173 More thoughts on the consumer cultural mise-en-scéne 177 Theory and practice in contextual marketing 180 Marketing and power 184 Marketing and managerialism 187 Contextual thinking in marketing practice 189 Notes 195 Index 217