Contemporary Issues in Marketing and Consumer Behaviour

3. Auflage 2023
ISBN: 978-1-032-06200-6
Verlag: Routledge

Buch, Englisch, 206 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 380 g

This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.

Topics new to this edition include:

- Digital Markets and Marketing

- Hierarchies of Knowledge in Marketing

- Marketing Inequalities: Feminisms and intersectionalities

- The Ethics and Politics of Consumption

New case studies include:

- Emerging Economy Brands

- The Fairtrade Brand

- Disappearing Influencers

- Decolonising the Media

Written by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. It provides a complete and thought-provoking overview for postgraduate, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels.

Online resources include chapter-by-chapter PowerPoint slides.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Parsons, Elizabeth

Maclaran, Pauline

Chatzidakis, Andreas

Ashman, Rachel

Fachgebiete

• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

Chapter 1 Introduction: How Has Marketing Changed?

Chapter 2 Building Brand Cultures

Chapter 3 Digital Markets and Marketing

Chapter 4 Ethical Debates in Marketing Management

Chapter 5 The Ethics and Politics of Consumption

Chapter 6 Marketing Inequalities: Feminisms and Intersectionalities

Chapter 7 Psychoanalysis in Marketing

Chapter 8 Hierarchies of Knowledge in Marketing

Chapter 9 Marketing, Spaces and Places

Chapter 10 The Globalised Marketplace

Über Autor(innen)

Elizabeth Parsons is Professor of Marketing at the University of Liverpool, UK.

Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UK.

Andreas Chatzidakis is Professor of Marketing at Royal Holloway, University of London, UK.

Rachel Ashman is Senior Lecturer in Marketing at the University of Liverpool, UK.