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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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