Contemporary issues in marketing : principles & practice
著者
書誌事項
Contemporary issues in marketing : principles & practice
SAGE, 2019
大学図書館所蔵 件 / 全3件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
「Nielsen BookData」 より