Contemporary Issues in Marketing and Consumer Behaviour

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Routledge, 2009 - Business & Economics - 219 pages
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An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more.

Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and practice in marketing. It also locates the recent development of both marketing ideas and applications within the wider global, social and economic contexts.

Written by a team of experts in the field, this title fills a gap in a growing market interested in these contemporary issues. It provides a complete off-the-shelf teaching package for Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels.

* Unique: only book designed as a complete resource for contemporary issues in marketing courses to keep you up to date
* Course mapped: specially structured for a 10-12 week module; reviews recent scholarship theory and links theory to practice using case studies to help you pass your exams!
* Pedagogical features: reading lists of key writers, case studies, web links, discussion questions and seminar activities guide you through the text

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Marketing in the Contemporary Organization
CHAPTER 2 A History of Marketing Thought
CHAPTER 3 Postmodern Marketing and Beyond
CHAPTER 4 Arts Marketing
CHAPTER 5 Building Brand Cultures
CHAPTER 6 Consumer Collectives
CHAPTER 7 Gender and Consumer Behaviour
CHAPTER 8 Ethical Debates in Marketing
CHAPTER 9 Sustainable Marketing and the Green Consumer
CHAPTER 10 Social Marketing and Consumer Citizenship
CHAPTER 11 New Technologies of Marketing Research
CHAPTER 12 The Global Consumer

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About the author (2009)

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy ofMarketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research. Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships. In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. She has just finished co-editing a book entitled Consumption & Spirituality with Dr Diego Renallo, Bocconi University, Milan and Professor Linda Scott, Said Business School, University of Oxford. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Tiaras, Tea Towels and Tourism: Consuming the British Royal Family.

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