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Contemporary Issues in Marketing and Consumer Behaviour Elizabeth Parsons

Contemporary Issues in Marketing and Consumer Behaviour By Elizabeth Parsons

Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons

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Summary

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.

Contemporary Issues in Marketing and Consumer Behaviour Summary

Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons

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.

Contemporary Issues in Marketing and Consumer Behaviour Reviews

This updated edition takes account of the significant changes that have impacted marketing and consumers in recent years. In covering a range of critical issues from ethics to inequalities, it prioritises perspectives that are not only relevant to marketing practice but also to society at large. It offers a very timely and thought-provoking resource that will be of use to anyone with an interest in marketing and consumer culture. I will definitely recommend this book to my students with the hope it will encourage and inspire them to rethink the role of marketing in society.

-Kathy Hamilton, Professor of Marketing, Strathclyde Business School, UK

Contemporary Issues in Marketing and Consumer Behaviour is a much-needed alternative to run-of-the-mill marketing textbooks that have failed to keep pace with global change. Acknowledging that marketers make markets, this text challenges students to understand how marketing impacts contemporary problems of climate change, social inequality, and digital surveillance. In the face of these and other wicked problems, marketers must develop new strategies through strong consumer insights. Through clear explanations of contemporary marketing theory, this text encourages students to understand the importance of these considerations, and to recognise their responsibilities as powerful intermediaries in meeting the challenges of 21st Century business practice.

-Robin Canniford, Professor of Marketing, KEDGE Business School, France

About Elizabeth Parsons

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.

Table of Contents

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

Additional information

NPB9781032061993
9781032061993
1032061995
Contemporary Issues in Marketing and Consumer Behaviour by Elizabeth Parsons
Elizabeth Parsons
New
Hardback
Taylor & Francis Ltd
2023-07-31
198
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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