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. Unique: only book designed as a complete resource for contemporary issues in marketing courses to keep you up to date. Course mapped: specially structured for a 10-12 week module; reviews recent scholarship theory and links theory to practice using case studies to help you pass your exams! Pedagogical features: reading lists of key writers, case studies, web links, discussion questions and seminar activities guide you through the text.
Ch. 1 Introduction: Marketing in the Contemporary Organization by Elizabeth Parsons and Pauline Maclaran 1
Ch. 2 A History of Marketing Thought by Mark Tadajewski 13
Ch. 3 Postmodern Marketing and Beyond by Pauline Maclaran 37
Ch. 4 Arts Marketing by Krzysztof Kubacki and Daragh O'Reilly 55
Ch. 5 Building Brand Cultures by Pauline Maclaran 73
Ch. 6 Consumer Collectives by Nia Hughes 89
Ch. 7 Gender and Consumer Behaviour by Lydia Martens 105
Ch. 8 Ethical Debates in Market ing by Elizabeth Parsons 121
Ch. 9 Sustainable Marketing and the Green Consumer by Caroline Miller 141
Ch. 10 Social Marketing and Consumer Citizenship by Effi Raftopoulou 161
Ch. 11 New Technologies of Marketing Research by Elizabeth Parsons 177
Ch. 12 The Global Consumer by Emma Surman 197
