City Research Online - Driving a deeply rooted brand: Cultural marketing lessons learned from GM's hummer advertising

Driving a deeply rooted brand: Cultural marketing lessons learned from GM's hummer advertising

Luedicke, M. K. (2011). Driving a deeply rooted brand: Cultural marketing lessons learned from GM's hummer advertising. In: Marketing Management: A Cultural Perspective. (pp. 315-331). New York: Routledge.

Publication Type:	Book Section
Publisher Keywords:	American exceptionalism, cultural analysis, moral conflict, Jeremiad against consumerism, Hummer, cultural branding
Subjects:	H Social Sciences > HF Commerce
Departments:	Bayes Business School > Management

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Creators:	Luedicke, M. K.
Status:	Published
Refereed:	Yes
Journal or Publication Title:	Marketing Management: A Cultural Perspective
Publisher:	Routledge
ISBN:	9780415606837
URI:	https://openaccess.city.ac.uk/id/eprint/4670
Date available in CRO:	19 Feb 2015 12:00
Date deposited:	27 July 2017
Dates:	Date Event 2011 Published