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Contemporary Issues in Marketing
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Contemporary Issues in Marketing
Principles and Practice

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Marketing (General)

September 2019 | 480 pages | SAGE Publications Ltd

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.
 
Preface
 
Part I: Introducing Contemporary Marketing
 
Chapter 1: Marketing: The Paradigm Shift
 
Chapter 2: Contemporary Global Marketing
 
Chapter 3: Contemporary Marketing Research
 
Chapter 4: Neuromarketing
 
Part II: Exploring Meanings in Contemporary Consumption
 
Chapter 5: The Contemporary Consumer
 
Chapter 6: Brands, Branding and Brand Culture
 
Chapter 7: Marketing Ethics, Green and Sustainable Marketing
 
Part III: Technology, Business and Contemporary Marketing
 
Chapter 8: Digital Marketing
 
Chapter 9: Entrepreneurial and SME Marketing
 
Chapter 10: Business-to-Business (b2b) Marketing
 
Part IV: Marketing Non-Conventional Market Offerings
 
Chapter 11: Social and Non-Profit Marketing
 
Chapter 12: Nation and Place Marketing
 
Chapter 13: Arts Marketing
 
Chapter 14: Religion and Consumer Behaviour

Supplements

Online Resources coming soon

 Instructor Resources:

o   PowerPoint slides

o   Tutorial activities

o   Sample answers to discussion questions

Student Resources:

o   MCQs

o   SAGE Journal articles

o   Video links

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ISBN: 9781526478887
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