Contemporary Issues in Marketing and Consumer Behaviour

✍ Scribed by Elizabeth Parsons, Pauline Maclaran

• Publisher: Butterworth-Heinemann
• Year: 2009
• Tongue: English
• Leaves: 232
• Category: Library

✦ Synopsis

An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more.Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and practice in marketing. It also locates the recent development of both marketing ideas and applications within the wider global, social and economic contexts.Written by a team of experts in the field, this title fills a gap in a growing market interested in these contemporary issues. It provides a complete off-the-shelf teaching package for Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels. * Unique: only book designed as a complete resource for contemporary issues in marketing courses to keep you up to date * Course mapped: specially structured for a 10-12 week module; reviews recent scholarship theory and links theory to practice using case studies to help you pass your exams!* Pedagogical features: reading lists of key writers, case studies, web links, discussion questions and seminar activities guide you through the text

✦ Table of Contents

Contemporary Issues in Marketing and Consumer Behaviour......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 8
Contributors......Page 10
PROBLEMS WITH THE DEFINITION OF MARKETING?......Page 14
WHAT IS HAPPENING TO MARKETING'S ROLE IN THE ORGANIZATION?......Page 16
WHAT DO CONSUMERS THINK OF MARKETING?......Page 18
HOW SHOULD MARKETING BE DONE DIFFERENTLY?......Page 19
OUTLINE OF THE BOOK......Page 21
REFERENCES......Page 25
INTRODUCTION......Page 26
THE EARLY DEVELOPMENT OF MARKETING THOUGHT: A COMPLEX BEGINNING......Page 27
THE FIRST COURSES ON MARKETING IN THE EARLY TWENTIETH CENTURY......Page 28
STUDYING THE MARKETPLACE......Page 29
THE MARKETING CONCEPT......Page 32
DEMAND STIMULATION AND THE 'DUAL CORE' MARKETING CONCEPT......Page 35
WORLD WAR II......Page 36
THE BEHAVIOURAL REVOLUTION IN MARKETING THEORY AND PRACTICE......Page 37
THE 'IRRELEVANCE' OF MARKETING SCIENCE: MARKETING AND THE MILITARY–INDUSTRIAL COMPLEX......Page 39
ENGAGING WITH SOCIETY......Page 40
SUMMARY......Page 41
SEMINAR EXERCISES......Page 43
REFERENCES......Page 44
INTRODUCTION......Page 50
MODERNITY VERSUS POSTMODERNITY......Page 51
MARKETING AND THE CHARACTERISTICS OF POSTMODERNISM......Page 52
MARKETING AND THE POSTMODERN CRITIQUE......Page 57
BEYOND POSTMODERNISM......Page 60
SUMMARY......Page 63
SEMINAR EXERCISES......Page 64
REFERENCES......Page 65
INTRODUCTION......Page 68
DEFINITIONS OF ART AND THE ARTIST......Page 69
DEFINITIONS OF ARTS MARKETING......Page 70
ART WORLDS OR CULTURAL INDUSTRIES?......Page 72
THE ART PROJECT......Page 73
PRODUCTION OF ART......Page 74
CONSUMPTION OF ART......Page 75
ART BRANDS......Page 77
ARTS MARKETERS......Page 78
CONCLUSION......Page 79
SEMINAR EXERCISES......Page 81
REFERENCES......Page 82
INTRODUCTION......Page 86
BUILDING BRAND CULTURE FROM THE INSIDE......Page 87
BUILDING BRAND CULTURE FROM THE OUTSIDE......Page 90
CREATING ICONIC BRANDS......Page 93
WHEN THE BRAND ELUDES CONTROL......Page 94
SUMMARY......Page 96
KEY READINGS......Page 97
SEMINAR EXERCISES......Page 98
REFERENCES......Page 99
INTRODUCTION......Page 102
NEO-TRIBES......Page 106
BRAND COMMUNITIES......Page 107
COUNTER CULTURES AND RESISTANCE GROUPINGS......Page 108
SHARED LIFESTYLES......Page 109
CONCLUSION......Page 111
SEMINAR EXERCISES......Page 113
REFERENCES......Page 114
INTRODUCTION......Page 118
FEMINISM AND CONSUMPTION......Page 119
THEORIZING GENDER AND CONSUMPTION......Page 120
GENDER AND THE DEVELOPMENT OF CONSUMER CULTURE......Page 124
SELLING GENDER......Page 126
SEMINAR EXERCISES......Page 130
REFERENCES......Page 131
INTRODUCTION......Page 134
WHAT ROLE FOR MARKETING ETHICS?......Page 135
ETHICAL CRITICISMS OF MARKETING PRACTICE......Page 142
SEMINAR EXERCISES......Page 148
REFERENCES......Page 149
INTRODUCTION......Page 154
THE BIRTH AND EVOLUTION OF SUSTAINABLE MARKETING......Page 156
SUSTAINABLE MARKETING AND CORPORATE RESPONSIBILITY: SOME AMBIGUITIES......Page 158
REGULATION/LEGISLATION......Page 160
GREEN MARKETING......Page 161
THE GREEN CONSUMER......Page 163
THE POTENTIAL AND LIMITATIONS OF SUSTAINABLE MARKETING......Page 166
INTERNET RESOURCES......Page 169
SEMINAR EXERCISES......Page 170
REFERENCES......Page 171
INTRODUCTION......Page 174
LITERATURE REVIEW......Page 175
SOCIAL MARKETING ELEMENTS......Page 178
THE POTENTIAL AND LIMITATIONS OF SOCIAL MARKETING......Page 182
CONCLUSION......Page 184
INTERNET RESOURCES......Page 185
SEMINAR EXERCISES......Page 186
REFERENCES......Page 187
INTRODUCTION......Page 190
VIDEOGRAPHY......Page 191
NETNOGRAPHY AND ONLINE COMMUNITIES......Page 193
BLOGS AND BLOGGING......Page 196
VIRTUAL LIFE WORLDS......Page 198
DATA CAPTURE AND DATA MINING......Page 200
CONCLUSIONS......Page 203
INTERNET RESOURCES......Page 205
SEMINAR EXERCISES......Page 206
REFERENCES......Page 207
INTRODUCTION......Page 210
THE PROCESS OF GLOBALIZATION......Page 211
GLOBAL CORPORATIONS AND THE ROLE OF MARKETING......Page 213
HOMOGENEOUS CONSUMERS......Page 214
THE HYBRID CONSUMER......Page 215
TOWARDS THE GLOBAL CONSUMER?......Page 217
CASE STUDY SOURCES......Page 220
SEMINAR EXERCISES......Page 221
REFERENCES......Page 223
B......Page 226
D......Page 227
H......Page 228
M......Page 229
S......Page 230
V......Page 231
W......Page 232