Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy – Dr. Anastasia Kārkliņa Gabriel

In Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (Kogan Page; March 26, 2024; $39.99 Paperback; ISBN-13: 978-1398614055), Dr. Anastasia Kārkliņa Gabriel provides a vital new framework for understanding how to leverage the power of culture in marketing. A cultural theorist, strategist, and a longtime social activist, Dr. Gabriel makes clear that even marketing a product as straightforward as mayonnaise taps into representations of everyday social life that are shaped by underlying cultural ideologies—the unwritten rules that guide how we depict who we are, how we live, whom we love, and what we value. In today’s world, she observes, marketing is a form of mass media, much like pop culture or entertainment, and as such, it is immensely influential in shaping our perceptions, beliefs, and societal norms.