Luca M. Visconti is Professor of Marketing at Università della Svizzera italiana in Lugano, Switzerland, and ESCP Europe in Paris, France. His research deals with consumer vulnerability, cultural branding, and storytelling. He is especially interested in the ultimate effects of consumption, marketing, and markets in terms of personal and societal wellbeing.

Lisa Peñaloza is Professor of Marketing at Kedge Business School in Bordeaux, France. Her ethnographic research examines how consumers collectively produce identity and community for cultural survival, with attention to social organization and market politics. She teaches masters and doctoral courses on qualitative research, consumer culture, and cultural branding.

Nil Toulouse is Professor of Marketing at the University of Lille, France. Her research focuses on theoretical issues in transformative research and consumer culture theory, including consumer resistance, ethical consumption, acculturation and identity politics; as well as social marketing and public policy implications, including immigration, fair trade, poverty, and sustainable development.

Introduction Part I: Global-local cultural domains 1. Cultures, consumers, and corporations 2. International marketing at the interface of the alluring global, the comforting local, and the challenges of sustainable success 3. Regional affiliations: Building a marketing strategy on regional ethnicity 4. Dove in Russia: The role of culture in advertising success 5. Market development in the African context 6. Market development in the Latin American context 7. What do affluent Chinese consumers want? A semiotic approach to building brand literacy in developing markets Part II: Consumer and marketer identity and community politics 8. The relational roles of brands 9. Experiencing consumption: Appropriating and marketing experiences 10. Facilitating collective engagement through cultural marketing 11. Tribal marketing 12. Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising 13. Cultural corporate branding: An encounter of perspectives Part III: Researching consumers, marketers, and markets 14. How you see is what you get: Market research as modes of knowledge production 15. Interpretive marketing research: Using ethnography in strategic market development 16. Research methods for innovative cultural marketing management (CMM): Strategy and practices 17. Action research methods in consumer culture PART IV: Refashioning marketing practices 18. Re-examining market segmentation: Bifurcated perspectives and practices 19. Value and price 20. Product design and creativity 21. When the diffusion of innovation is a cultural evolution 22. Gendered bodies: Representations of femininity and masculinity in advertising practices 23. Sales promotion: From a company resource to a customer resource 24. Second-hand markets: Alternative forms of acquiring, disposing of, and recirculating consumer goods 25. The ecology of the marketplace experience: From consumers' imaginary to design implications 26. Digital marketing as automated marketing: From customer profiling to computational marketing analytics PART V: Institutional issues in the marketing organization and academy 27. (Re)thinking distribution strategy: Principles from sustainability 28. Institutionalization of the sustainable market: A case study of fair trade in France 29. Commercializing the university to serve students as customers: A bridge too far, way too far 30. Ethics