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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