Contemporary Issues in Marketing and Consumer Behaviour
- ISBN-10
- 0750687398
- ISBN-13
- 9780750687393
- Series
- Contemporary Issues in Marketing and Consumer Behaviour
- Category
- Business & Economics
- Pages
- 233
- Language
- English
- Published
- 2009
- Publisher
- Routledge
- Authors
- Pauline Maclaran, Elizabeth Parsons
Description
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.
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