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Contemporary issues in marketing : principles & practice
Ayantunji Gbadamosi (Redaktör)
Vuxna
LCCN 2019932562, NBN GBB9F1180, ISBN 9781526478863 · (hbk.), ISBN 1526478862 · (hbk.), ISBN 9781526478887 · (pbk.), ISBN 1526478889 · (pbk.)
utgivning
Los Angeles : SAGE, 2019xviii, 462 pages
edited by Ayantunji Gbadamosi
Bok
Tillgänglighet utifrån medietyp
ämne
Marketing., Marketing., marketing., Marketing., Marketing, Marketing.Annat bärarformat
ISBN 9781526485403 · ISBN 9781526485403 (Ebook version :)Sammanfattning
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
Innehållsförteckning
Part I. Introducing contemporary marketing. Marketing: the paradigm shift / Ayantunji Gbadamosi -- Contemporary global marketing / Zubin Sethna, Rebecca Fakoussa and Geraint Evans -- Contemporary marketing research / David James Bamber and Christopher John Bamber -- Neuromarketing / Nashaat H. Hussein -- Part II. Exploring meanings in contemporary consumption. The contemporary consumer / Ayantunji Gbadamosi and Adya Sharma -- Brands, branding and brand culture / Aidan Kelly -- Marketing ethics, green and sustainable marketing / Ayantunji Gbadamosi -- Part III. Technology, business and contemporary marketing. Digital and social media marketing / Vishwas Maheshwari, Paul Dobson and Angela Lawrence -- Entrepreneurial and SME marketing / Yiwen (Evie) Hong and Hsiao-Pei (Sophie) Yang -- Business-to-business (B2B) marketing / Ejindu Iwelu MacDonald Morah -- Part IV. Marketing non-conventional market offerings. Social and non-profit marketing / Nayyer Samad -- Nation branding and place marketing / Rula M. Al Abdulrazak -- Arts marketing / Nnamdi O. Madichie -- Religion and consumer behavior / Richard Shambare and Gift Donga.
Detaljer
Medverkan och funktion
Ayantunji Gbadamosi (Redaktör)klassifikation
658.8 (DDK-klassifikation)målgrupp
VuxnaIdentifikator
LCCN 2019932562, NBN GBB9F1180, ISBN 9781526478863 · (hbk.), ISBN 1526478862 · (hbk.), ISBN 9781526478887 · (pbk.), ISBN 1526478889 · (pbk.)Indirekt identifierad av
ISBN 9781526485403har titel
Contemporary issues in marketing : principles & practiceupphovsuppgift
edited by Ayantunji Gbadamosiutgivning
Los Angeles : SAGE, 2019copyright
©2019omfång
xviii, 462 pagesanmärkning
- Includes bibliographical references and index.
Mått
24 cmÖvriga fysiska detaljer
illustrationsIllustrativt innehåll
Illustrationer finns men typen specificeras ejklassifikation
HF5415 (LC-klassifikation)Annat bärarformat
ISBN 9781526485403 · ISBN 9781526485403 (Ebook version :)Identifikator
Lokal identifikator 019531247kontrollnummer
9vdl362174lqbschResursens ID / Permalänk: https://libris.kb.se/9vdl362174lqbsch#it
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