Contemporary issues in marketing Principles and practice

Contributor(s):

Gbadamosi, Ayantunji [Editor]

Material type: Text

TextPublication details: New Delhi Sage Publications India Pvt Ltd 2019Description: xii, 462 pISBN:

9781526478887

Subject(s):

DDC classification:

658.8 GBA

Summary: 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. (https://collegepublishing.sagepub.com/products/contemporary-issues-in-marketing-1-265612)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 GBA (Browse shelf(Opens below))	1	Available		008955

Table of contents:
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

[https://collegepublishing.sagepub.com/products/contemporary-issues-in-marketing-1-265612]

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.

(https://collegepublishing.sagepub.com/products/contemporary-issues-in-marketing-1-265612)

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