"Culture pervades consumption and 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...

pt. 1. Marketers' sacralisation of the mundane -- pt. 2. Consumers' search for spiritual meanings in consumption of the mundane -- pt. 3. The commodification of the spiritual -- pt. 4. The consumption of spiritual goods -- pt. 5. Issues of method and representation.