Contemporary Issues in Marketing and Consumer Behaviour

The third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world. It includes a new state-of-the-art chapter on digital marketing, as well as new topics on hierarchies of knowledge, marketing inequalities, and the ethics and politics of consumption. It also includes new case studies and online resources.

Format: Hardback
Length: 198 pages
Publication date: 31 July 2023
Publisher: Taylor & Francis Ltd

This third edition of Contemporary Issues in Marketing and Consumer Behaviour has undergone a thorough revision and update to adapt to the ever-evolving world we inhabit. The new state-of-the-art chapter on digital marketing delves into two emerging frontiers of marketing that have a profound impact on contemporary social life: influencer marketing and online gaming. Additionally, other new topics shed light on how marketing can perpetuate local and global inequalities by creating and sustaining hierarchies of knowledge and influencing norms related to race, disability, gender, and sexual orientation.

New topics introduced in this edition include:

Digital Markets and Marketing: This section explores the evolving landscape of digital marketing, including the rise of social media platforms, e-commerce, and mobile marketing. It examines the strategies and techniques used by marketers to reach and engage with consumers in the digital age.

Hierarchies of Knowledge in Marketing: This chapter examines how marketing creates and perpetuates hierarchies of knowledge, shaping consumer perceptions and behaviors. It explores the role of marketing in creating and reinforcing social inequalities, such as the dominance of certain brands, products, or ideologies.

Marketing Inequalities: Feminisms and intersectionalities: This chapter explores the intersectionality of gender, race, class, and sexuality in marketing practices. It examines how marketing can perpetuate gender inequality, racial discrimination, and other forms of social injustice through the use of stereotypes, imagery, and messaging.

The Ethics and Politics of Consumption: This chapter examines the ethical and political dimensions of consumer behavior. It explores the ways in which consumers are influenced by marketing practices, the responsibilities of marketers, and the impact of consumer choices on society and the environment.

New case studies have been included to provide practical examples of the topics discussed in the text. These case studies include:

Emerging Economy Brands: This case study examines the strategies and challenges faced by brands operating in emerging economies, such as China, India, and Brazil. It explores the unique challenges and opportunities these markets present for marketers, as well as the importance of cultural sensitivity and localization.

The Fairtrade Brand: This case study explores the history, mission, and impact of the Fairtrade brand. It examines how the brand has successfully promoted fair trade practices and sustainable consumption, and how it has influenced consumer behavior and corporate social responsibility.

Disappearing Influencers: This case study examines the rise of influencer marketing and the challenges faced by influencers in the digital age. It explores the rise of micro-influencers, the decline of traditional celebrity influencers, and the impact of authenticity and transparency on influencer relationships.

Decolonising the Media: This case study examines the challenges faced by media organizations in promoting diversity and inclusivity. It explores the role of media organizations in perpetuating colonialism, stereotypes, and other forms of discrimination, and the efforts made by media organizations to decolonize their content and practices.

Written by four experts in the field, this popular text successfully bridges marketing theory with practice, placing marketing ideas and applications within broader global, social, and economic contexts. It provides a comprehensive and thought-provoking overview for postgraduate, MBA, and advanced undergraduate modules in marketing and consumer behaviour, as well as a valuable resource for dissertation study at both undergraduate and postgraduate levels.

Online resources include chapter-by-chapter PowerPoint slides, allowing students to enhance their learning experience and engage with the material in a more interactive manner.

In conclusion, this third edition of Contemporary Issues in Marketing and Consumer Behaviour offers a timely and comprehensive exploration of the most pressing marketing and consumer behaviour issues of our time. By examining the impact of digital marketing, marketing inequalities, and the ethics and politics of consumption, the text provides students with a deep understanding of the complex and multifaceted world of marketing. With its engaging content, practical case studies, and online resources, it is an essential resource for anyone interested in pursuing a career in marketing or studying marketing and consumer behaviour.

Dimension: 246 x 174 (mm)
ISBN-13: 9781032061993
Edition number: 3 ed