As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.
This second edition of Contemporary Issues in Marketing and Consumer Behaviour has been completely revised and updated to keep pace with the latest developments, exploring fresh new themes in brand cultures, postmodernism, gender, ethics ...
This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area.
In the United States, the practice of dynamic pricing among major league baseball teams demonstrates the robustness ... incorporating many Big Data variables, including weather, ongoing work around the ballpark that may be a cause of ...
We live in the digital age.
Using exemplar case studies of nonprofit and charity brands, this edited volume will be of direct interest to students, academics, marketing practitioners and researchers studying and working in charities, public and nonprofit management, ...
This book includes in its wide spectrum all five contemporary issues on marketing management: halal images in food stores; the effect of gender on employees' perception of job satisfaction and organisational commitment; and determinants of ...
Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and practice in marketing.
A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the ...
The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.
The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia.