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Culture pervades marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the historical, socio-cultural and political factors in analyzing local contexts and emphasizes the importance of culture in understanding the varying marketing phenomena. Moving beyond the over-simplistic marketing models often uncritically presented in many texts, this volume will speak with more authority to serious marketing students across the world.