Contemporary issues in marketing : principles & practice /
edited by Ayantunji Gbadamosi.
- xviii, 462 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Part I. Introducing contemporary marketing -- 1. Marketing: The Paradigm Shift -- 2. Contemporary Global Marketing -- 3. Contemporary Marketing Research -- 4. Neuromarketing -- Part II. Exploring meanings in contemporary consumption -- 5. The Contemporary Consumer -- 6. Brands, Branding and Brand Culture -- 7. Marketing Ethics, Green and Sustainable Marketing-- Part III. Technology, business and contemporary marketing -- 8. Digital Marketing -- 9. Entrepreneurial and SME Marketing -- 10: Business-to-Business (b2b) Marketing-- Part IV. Marketing non-conventional market offerings -- 11. Social and Non-Profit Marketing -- 12. Nation and Place Marketing -- 13. Arts Marketing.
As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organizations 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