Contemporary issues in marketing and consumer behaviour /
Parsons, Elizabeth, 1909-
Contemporary issues in marketing and consumer behaviour / - Oxford : Butterworth-Heinemann, 2011. - xi, 219 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Introduction: marketing in the contemporary organizations -- A history of marketing thought -- Postmodern marketing and beyond -- Arts marketing -- Building brand cultures -- Consumer collectives -- Gender debates in marketing -- Sustainable marketing and the green consumer -- Social marketing and consumer citizenship -- New technologies of marketing research -- The gobal consumer.
Covering all the latest buzz words within marketing and consumer behaviour (building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more) this text makes clear links between the theory and practice in marketing.
9780750687393 (pbk.) 9780750687393: £29.99 0750687398 (pbk.)
Marketing.
Consumer behavior.
658.802 / PAR
Contemporary issues in marketing and consumer behaviour / - Oxford : Butterworth-Heinemann, 2011. - xi, 219 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Introduction: marketing in the contemporary organizations -- A history of marketing thought -- Postmodern marketing and beyond -- Arts marketing -- Building brand cultures -- Consumer collectives -- Gender debates in marketing -- Sustainable marketing and the green consumer -- Social marketing and consumer citizenship -- New technologies of marketing research -- The gobal consumer.
Covering all the latest buzz words within marketing and consumer behaviour (building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more) this text makes clear links between the theory and practice in marketing.
9780750687393 (pbk.) 9780750687393: £29.99 0750687398 (pbk.)
Marketing.
Consumer behavior.
658.802 / PAR