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Full Description
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.
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
