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Cultural intelligence for marketers : building an inclusive marketing strategy / Anastasia Kārklina Gabriel.

by Gabriel, Anastasia Karklina, author.

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London ; New York, NY : Kogan Page Inc., 2024.

9781398614031 (paperback)

1398614033 (paperback)

9781398614055 (hardcover)

139861405X (hardcover)

xii, 262 pages : illustrations ; 24 cm.

"Brands not only reflect culture but also shape cultural 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 understanding cultural shifts and critical perspectives that uphold equity and inclusion. In this book, cultural theorist and brand strategist Dr. Anastasia Karklina Gabriel draws on semiotics, media theory, and cultural analysis to help marketers embed cultural fluency into every aspect of marketing. Cultural Intelligence for Marketers explains how to create a culturally incisive and inclusive marketing strategy using an evidence-based approach that draws on advanced insights into culture, representation, identity, power, and social change.The book offers an in-depth perspective on cultural fluency in inclusive marketing using a four-step approach to cultural intelligence. These consist of communication, culture, community and critical consciousness. The book dives into cultural insights, inclusive storytelling, brand activism, multicultural marketing, and the nuances of integrating diversity, equity, and inclusion when building a socially conscious marketing strategy. It features insights from current and former marketing leaders at Mindshare, Dentsu Creative, Edelman, Digitas North America, WPP, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, such as Microsoft, Unilever, Pinterest, Nike and P&G, Gabriel outlines the process of developing a culturally intelligent approach to strategy that will create lasting business and social impact"--

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