Contemporary Issues in Marketing and Consumer Behaviour
Elizabeth Parsons author Andreas Chatzidakis author Pauline Maclaran author Rachel Ashman author
Format:Hardback
Publisher:Taylor & Francis Ltd
Published:31st Jul '23
£145.00
Supplier delay - available to order, but may take longer than usual.
This hardback is available in another edition too:
- Paperback£39.99(9781032062006)
This revised edition explores modern marketing challenges, including digital marketing, influencer impact, and social inequalities. It connects theory to practice, making it a valuable resource for advanced marketing studies.
The third edition of Contemporary Issues in Marketing and Consumer Behaviour has been thoroughly revised to address the dynamic landscape of today's marketing environment. This edition features a comprehensive chapter on digital marketing, which explores two emerging areas that significantly influence modern social interactions: influencer marketing and online gaming. Additionally, it delves into the ways marketing practices can contribute to both local and global inequalities, emphasizing the creation and maintenance of knowledge hierarchies and their effects on race, disability, gender, and sexual orientation.
New topics introduced in this edition include digital markets and marketing strategies, the impact of knowledge hierarchies in marketing, and the exploration of marketing inequalities through the lenses of feminism and intersectionality. The book also examines the ethics and politics surrounding consumption, providing a nuanced understanding of the implications of marketing practices in various societal contexts.
The authors, all experts in their respective fields, successfully bridge the gap between marketing theory and practical application, situating marketing concepts within broader global, social, and economic frameworks. This text serves as a valuable resource for postgraduate students, MBA candidates, and advanced undergraduates studying marketing and consumer behavior, as well as for those engaged in dissertation research. Accompanying online resources, including chapter-by-chapter PowerPoint slides, enhance the learning experience, making this edition a comprehensive guide for students and educators alike.
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
ISBN: 9781032061993
Dimensions: unknown
Weight: 453g
198 pages
3rd edition