Read Now Illustrated Contemporary Issues in Marketing and Consumer Behaviour: 100 must-read books in life Kindle
Contemporary Issues in Marketing and Consumer Behaviour Contents PREFACE vii CONTRIBUTORS ix Chapter 1 Introduction: Marketing in the Contemporary Organization 1 Elizabeth Parsons and Pauline Maclaran Chapter 2 A History of Marketing Thought 13 Mark Tadajewski Chapter 3 Postmodern Marketing and Beyond 37 Pauline Maclaran Chapter 4 Arts Marketing 55 Krzysztof Kubacki and Daragh O’Reilly Chapter 5 Building Brand Cultures 73 Pauline Maclaran Chapter 6 Consumer Collectives 89 Nia Hughes Chapter 7 Gender and Consumer Behaviour 105 Lydia Martens Chapter 8 Ethical Debates in Marketing 121 Elizabeth Parsons Chapter 9 Sustainable Marketing and the Green Consumer 141 Caroline Miller Chapter 10 Social Marketing and Consumer Citizenship 161 Effi Raftopoulou Chapter 11 New Technologies of Marketing Research 177 Elizabeth Parsons Chapter 12 The Global Consumer 197 Emma Surman INDEX 213vThis page intentionally left blank Preface The need for marketers to be fl exible and adaptable to the changing world around them has never been greater. As competition in markets grows apace, and consumers make ever more demands on the companies from which they choose to purchase, marketers must be increasingly sensitive to a multitude of shifting socio-cultural nuances. This book is intended to draw together a range of key topics that provide an overview into the changing dynamic context within which marketing is taught and practi
