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Contemporary Issues in Marketing and Consumer Behaviour. 3rd ed. マーケティングと消費者行動の現代的諸問題 第3版
・ISBN 978-1-032-06199-3 hard GB£ 171.99
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・ISBN 978-1-032-06200-6 paper GB£ 46.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-20115-1
| 著者・編者 | Parsons, Elizabeth / Maclaran, Pauline et al., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2023.06 |
| ページ数 | 198 pp. |
| 言語 | ENG |
| ニュース番号 | ＜697-413＞ |
解説
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.