Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy Paperback -

From the publisher

Brands don't just reflect culture; they shape cultural norms and values. Move beyond performative inclusive marketing and start contributing to the cultural conversation. A brand can build a marketing strategy that resonates with audiences today and impacts society at large. Learn how to leverage advanced cultural insights using an approach grounded in understanding cultural values, social norms and critical perspectives that promote inclusivity. In this book, cultural analyst Anastasia Karklina Gabriel draws on cultural analysis, consumer research and semiotics to help readers embed cultural intelligence into every aspect of strategy. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that builds on advanced insights into culture, representation, identity and social justice. The book offers an in-depth perspective on brand-specific cultural insights using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural branding, inclusive brand storytelling, cultural semiotics and the nuances of socially responsible, conscious marketing. Drawing on case studies from brands that are actively pursuing inclusive strategies like Microsoft, Unilever and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting impact.

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