Contemporary issues in marketing and consumer behaviour / by Elizabeth Parsons, and Pauline Maclaran.

By:

Parsons, Elizabeth, 1909-

Contributor(s):

Maclaran, Pauline [author]

Material type: Text

TextPublication details: Oxford : Butterworth-Heinemann, c2009.Edition: 1st edDescription: xi, 219 pages : illustrations ; 25 cmISBN:

9780750687393

Subject(s):

LOC classification:

HF 5415 .P372 2009

Contents:

Ch. 1. Introduction: Marketing in the Contemporary Organization / Elizabeth Parsons and Pauline Maclaran -- Ch. 2. A History of Marketing Thought / Mark Tadajewski -- Ch. 3. Postmodern Marketing and Beyond / Pauline Maclaran -- Ch. 4. Arts Marketing / Krzysztof Kubacki and Daragh O'Reilly -- Ch. 5. Building Brand Cultures / Pauline Maclaran -- Ch. 6. Consumer Collectives / Nia Hughes -- Ch. 7. Gender and Consumer Behaviour / Lydia Martens -- Ch. 8. Ethical Debates in Market ing / Elizabeth Parsons -- Ch. 9. Sustainable Marketing and the Green Consumer / Caroline Miller -- Ch. 10. Social Marketing and Consumer Citizenship / Effi Raftopoulou -- Ch. 11. New Technologies of Marketing Research / Elizabeth Parsons -- Ch. 12. The Global Consumer / Emma Surman.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Open Shelf	Albukhary International University LEVEL 2	HF 5415 .P372 2009 (Browse shelf(Opens below))	Available	1100027305

Total holds: 0

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.

Includes bibliographical references and index.

Ch. 1. Introduction: Marketing in the Contemporary Organization / Elizabeth Parsons and Pauline Maclaran --
Ch. 2. A History of Marketing Thought / Mark Tadajewski --
Ch. 3. Postmodern Marketing and Beyond / Pauline Maclaran --
Ch. 4. Arts Marketing / Krzysztof Kubacki and Daragh O'Reilly --
Ch. 5. Building Brand Cultures / Pauline Maclaran --
Ch. 6. Consumer Collectives / Nia Hughes --
Ch. 7. Gender and Consumer Behaviour / Lydia Martens --
Ch. 8. Ethical Debates in Market ing / Elizabeth Parsons --
Ch. 9. Sustainable Marketing and the Green Consumer / Caroline Miller --
Ch. 10. Social Marketing and Consumer Citizenship / Effi Raftopoulou --
Ch. 11. New Technologies of Marketing Research / Elizabeth Parsons --
Ch. 12. The Global Consumer / Emma Surman.

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.

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