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Contemporary Issues in Marketing and Consumer Behaviour By Elizabeth Parsons

Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons

Condition - Very Good
$17,99
5 in stock

Summary

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.

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.

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

GOR004879872
9780750687393
0750687398
Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons
Used - Very Good
Hardback
Taylor & Francis Ltd
2009-03-17
232
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Contemporary Issues in Marketing and Consumer Behaviour