| 000 | 02441nam a2200205 4500 | ||
|---|---|---|---|
| 005 | 20250914201312.0 | ||
| 008 | 250914b |||||||| |||| 00| 0 eng d | ||
| 020 | _a9781526478887 | ||
| 082 |
_a658.8 _bGBA |
||
| 245 |
_aContemporary issues in marketing _bPrinciples and practice |
||
| 260 |
_aNew Delhi _bSage Publications India Pvt Ltd _c2019 |
||
| 300 | _axii, 462 p. | ||
| 365 |
_aGBP _b57.00 |
||
| 500 | _aTable 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] | ||
| 520 | _aAs 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) | ||
| 650 |
_aGlobal marketing _95945 |
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| 650 | _aMarketing--research | ||
| 700 |
_aGbadamosi, Ayantunji [Editor] _925183 |
||
| 942 |
_cBK _2ddc |
||
| 999 |
_c10221 _d10221 |
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