Contemporary Issues in Marketing and Consumer Behaviour

✍ Scribed by Elizabeth Parsons, Pauline Maclaran, Andreas Chatzidakis

• Publisher: Routledge
• Year: 2017
• Tongue: English
• Leaves: 193
• Edition: 2
• Category: Library

✦ Synopsis

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 and globalisation.

✦ Table of Contents

Cover
Half Title
Title Page
Copyright Page
Table of Contents
List of illustrations
1. Introduction: how has marketing changed?
How has our view of marketing changed?
How have consumers changed?
How should marketing relate to society?
Outline of the book
Internet resources
References
2. Postmodern marketing and beyond
Introduction
Modernity versus postmodernity
Marketing and the characteristics of postmodernism
Marketing and the postmodern critique
Experiential consumption
Beyond postmodernism
Summary
CASE STUDY: experiencing a postmodern marketplace
Seminar exercises
Internet resources
Key readings
References
3. Building brand cultures
Introduction
Building brand culture with employees
Building brand culture with consumers
Brand communities
Creating iconic brands
When the brand eludes control
Summary
CASE STUDY: building a Mini brand culture
Seminar exercises
Internet resources
Key readings
References
4. Gender, feminism and consumer behaviour
Introduction
Perspectives on gender: the four waves of feminist research
Gender, feminism and marketing
Stereotypes and gender roles in advertising
Markets and motherhood
Markets and fatherhood
Summary
CASE STUDY: femvertising – selling empowerment
Seminar exercises
Internet resources
Key readings
References
5. Psychoanalysis in marketing theory and practice
Introduction
The return of the ‘repressed’ in marketing
Key figures: Freud, Klein, Lacan
Psychoanalysis outside the clinic and into marketing
Selling sex (and other primal instincts)
Researching the unconscious with Dr Dichter
Consumers in the clinic
Summary
CASE STUDY: unethical and self-harming consumers
Seminar exercises
Key readings
References
6. Ethical debates in marketing management
Introduction
Marketing ethics: a definition and scope
What role for marketing ethics?
Ethical criticisms of marketing practice
CASE STUDY: the marketing of cosmetics
Seminar exercises
Internet resources
Key readings
References
7. Ethical consumers and the moralised brandscape
The growth of ethical consumer behaviours
Profiling the ethical consumer
The ethical brand
The moralised brandscape
Anti-branding and consumer resistance
Ecofeminist critique
Trade-offs in ethical consumption
Summary
CASE STUDY: a guerrilla park in Athens
Seminar exercises
Note
Internet resources
Key readings
References
8. Politicising consumption: consumerising politics
Introduction
Voting in the marketplace
Beyond voting in the marketplace? The politics of degrowth
Getting behind (and working against) the veil of commodity fetishism
Being a consumer in a neoliberal world
Summary
CASE STUDY: decommodifying Jamaican papayas
Seminar exercises
Key readings
References
9. Marketing spaces and places
Place attachment and identity
Destination marketing and branding
Spectacular retail environments
The social role of place
Towards a typology of spaces
Theorising consumption in space
Summary
CASE STUDY: eating Dans le Noir?
Seminar exercises
Note
Internet resources
Key readings
References
10. The globalised marketplace
Introduction
What is globalisation?
The rise of global brands
Grobalisation: the death of the local and the scripting of consumption
Glocalisation: a return to local, creative consumption
Emerging alternatives
Summary
CASE STUDY: Westmorland Services – re-placing motorway service stations
Seminar exercises
Internet resources
Key readings
References
Index