Contemporary Issues in Marketing and Consumer Behaviour

Abstract

Theoretical and Practical Context: 1 Introduction: Marketing in the Contemporary Organisation 2 - A History of Marketing Thought 3 - Postmodern Marketing and Beyond Socio-Cultural Context: 4 - Arts Marketing 5 - Building Brand Cultures 6 - Marketing Collectives 7 - Gender, Marketing and Consumer Behaviour Ethical and Political Context: 8 - Ethical Debates in Marketing 9 - Sustainable Marketing and the Green Consumer 10 - Social Marketing and Consumer Citizenship Technological Context: 11 - New Technologies of Marketing Research 12 - The Global Consumer: Future Challenges and Prospects for Marketing