マーケティングと消費者行動：現代的論点 Contemporary Issues in Marketing and Consumer Behaviour

Parsons, Elizabeth/ Maclaran, Pauline

Routledge（2009/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 219 p.
• 言語 ENG
• 商品コード 9780750687393
• DDC分類 380

Full Description

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.

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