Contemporary Issues in Marketing
Principles and Practice
- Ayantunji Gbadamosi - University of East London, UK
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.
The online resources featured on the Business and Management Subject Hub are:
· Discussion Questions and Answers
· Instructor’s Manual
· Journal Articles
· PowerPoint Slides
· Video Links
This book is clear, simple and practice-driven. There are a lot of useful frameworks that will be useful for our students and approaches to marketing that include social marketing and non profit marketing.
Up-to-date and includes a variety of recent case studies. Easy to follow and well laid out. A marketing for the coming digital age text.
Interesting contemporary approach