Contemporary issues in marketing: principles and practice

Contributor(s): Gbadamosi, Ayantunji [Editor]
Material type: TextTextPublisher: London Sage Publications 2019Description: xviii, 462 p.: col. ill. Include references and indexISBN: 9781526478887Subject(s): Marketing | Consumer behaviour | Principles of marketing | Issues in marketingDDC classification: 658.8 Summary: 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. https://in.sagepub.com/en-in/sas/contemporary-issues-in-marketing/book265612
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Slot 2140 (2 Floor, East Wing) Non-fiction 658.8 C6 (Browse shelf) Available 204151

Table of Contents

pt. I Introducing Contemporary Marketing
1.Marketing: The Paradigm Shift / Ayantunji Gbadamosi
2. Contemporary Global Marketing / Geraint Evans
3. Contemporary Marketing Research / Christopher John Bamber
4. Neuromarketing / Nashaat H. Hussein
pt. II Exploring Meanings in Contemporary Consumption
5. The Contemporary Consumer / Adya Sharma
6. Brands, Branding and Brand Culture / Aidan Kelly
7. Marketing Ethics, Green and Sustainable Marketing / Ayantunji Gbadamosi
pt. III Technology, Business and Contemporary Marketing
8. Digital and Social Media Marketing / Angela Lawrence
9.Entrepreneurial and SME Marketing / Hsiao-Pei (Sophie) Yang
10. Business-to-Business (B2B) Marketing / Ejindu Iwelu MacDonald Morah
pt. IV Marketing Non-Conventional Market Offerings
11. Social and Non-Profit Marketing / Nayyer Samad
12. Nation Branding and Place Marketing / Rula M. Al Abdulrazak
13. Arts Marketing / Nnamdi O. Machine
14. Religion and Consumer Behaviour / Gift Donga.

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.

https://in.sagepub.com/en-in/sas/contemporary-issues-in-marketing/book265612

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