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| CONTEMPORARY ISSUES IN MARKETING AND CONSUMER BEHAVIOUR
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To order this title, and for more information, click here
By
Elizabeth Parsons, Senior Lecturer in Marketing, Keele University, UK
Pauline Maclaran, Professor of Marketing and Consumer Research, Royal Holloway, University of London, UK
Description
An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics;
sustainable marketing; the green and the global consumer among many more.
Importantly, Contemporary Issues in Marketing and Consumer
Behaviour makes clear links between theory and practice in marketing. It also locates the recent development of both marketing ideas
and applications within the wider global, social and economic contexts.
Written by a team of experts in the field, this title fills
a gap in a growing market interested in these contemporary issues. It provides a complete off-the-shelf teaching package for Masters,
MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate
and postgraduate levels.
Audience
Marketers wanting to keep up to date with contemporary issues
Contents
Theoretical and Practical Context:
1 Introduction: Marketing in the Contemporary Organisation;
2 - A History of Marketing Thought;
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- Postmodern Marketing and Beyond;
Socio-Cultural Context:
4 - Arts Marketing;
5 - Building Brand Cultures;
6 - Marketing Collectives;
7 - Gender, Marketing and Consumer Behaviour;
Ethical and Political Context:
8 - Ethical Debates in Marketing;
9 - Sustainable Marketing
and the Green Consumer;
10 - Social Marketing and Consumer Citizenship;
Technological Context:
11 - New Technologies of Marketing Research;
12 - The Global Consumer: Future Challenges and Prospects for Marketing
| Bibliographic details |
Paperback, 232 pages, publication date: MAR-2009
ISBN-13: 978-0-7506-8739-3
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 33.95
USD 42.95
GBP 29.99
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076/735
Last update: 5 Sep 2009
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