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Contemporary Issues in Marketing
ISBN-13:
9781526485427
Veröffentl:
2019
Einband:
WEB PDF
Seiten:
480
Autor:
Ayantunji Gbadamosi
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
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.
PrefacePart I: Introducing Contemporary MarketingChapter 1: Marketing: The Paradigm ShiftChapter 2: Contemporary Global MarketingChapter 3: Contemporary Marketing ResearchChapter 4: NeuromarketingPart II: Exploring Meanings in Contemporary ConsumptionChapter 5: The Contemporary ConsumerChapter 6: Brands, Branding and Brand CultureChapter 7: Marketing Ethics, Green and Sustainable MarketingPart III: Technology, Business and Contemporary MarketingChapter 8: Digital MarketingChapter 9: Entrepreneurial and SME MarketingChapter 10: Business-to-Business (b2b) MarketingPart IV: Marketing Non-Conventional Market OfferingsChapter 11: Social and Non-Profit MarketingChapter 12: Nation and Place MarketingChapter 13: Arts MarketingChapter 14: Religion and Consumer Behaviour
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