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Contemporary Issues in Marketing and Consumer Behaviour By Elizabeth Parsons

Contemporary Issues in Marketing and Consumer Behaviour
by Elizabeth Parsons

In Stock
$22.99
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Covers various buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; and, the green and the global consumer. This book locates the development of both marketing ideas and applications within the wider global, social and economic contexts.
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Contemporary Issues in Marketing and Consumer Behaviour Summary


Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons

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.

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Table of Contents


Theoretical and Practical Context:
1 Introduction: Marketing in the Contemporary Organisation;
2 - A History of Marketing Thought;
3 - 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

Additional information

GOR009316151
Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons
Elizabeth Parsons
Used - Like New
Hardback
Taylor & Francis Ltd
2009-03-17
232
0750687398
9780750687393
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins.