Parsons, Elizabeth, 1909-

Contemporary issues in marketing and consumer behaviour / by Elizabeth Parsons, Pauline Maclaran. - Oxford : Butterworth-Heinemann, c2009. - xi, 219 p. : ill ; 25 cm.

Includes bibliographical references and index.

Preface p. vii Contributors p. ix Chapter 1 Introduction: Marketing in the Contemporary Organization Elizabeth Parsons and Pauline Maclaran p. 1 Chapter 2 A History of Marketing Thought Mark Tadajewski p. 13 Chapter 3 Postmodern Marketing and Beyond Pauline Maclaran p. 37 Chapter 4 Arts Marketing Krzysztof Kubacki and Daragh O'Reilly p. 55 Chapter 5 Building Brand Cultures Pauline Maclaran p. 73 Chapter 6 Consumer Collectives Nia Hughes p. 89 Chapter 7 Gender and Consumer Behaviour Lydia Martens p. 105 Chapter 8 Ethical Debates in Marketing Elizabeth Parsons p. 121 Chapter 9 Sustainable Marketing and the Green Consumer Caroline Miller p. 141 Chapter 10 Social Marketing and Consumer Citizenship Effi Raftopoulou p. 161 Chapter 11 New Technologies of Marketing Research Elizabeth Parsons p. 177 Chapter 12 The Global Consumer Emma Surman p. 197 Index p. 213.

Ideal as a text for contemporary marketing modules and a concise overview to marketing and consumer behaviour, Contemporary Issues in Marketing and Consumer Behaviour is an indispensable guide to this vital area of modern marketing practice.


Consumer behavior.

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