รูปภาพสินค้า รหัส9780750687393
9780750687393
Ideal as a text for contemporary marketing modules and a concise overiew to marketing and consumer behaviour...
ผู้เขียนElizabeth Parsons, Pauline Maclaran

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ราคาปก 1,320.00 บาท
ราคาสุทธิ 1,320.00 บาท
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รหัสสินค้า: 9780750687393
จำนวน: 242 หน้า
ขนาดรูปเล่ม: 190 x 244 x 13 มม.
น้ำหนัก: 465 กรัม
เนื้อในพิมพ์: ขาวดำ 
ชนิดปก: ปกอ่อน 
ชนิดกระดาษ: กระดาษปอนด์ 
หน่วย: เล่ม 
สำนักพิมพ์: Elsevier Butterworth-Heineman 
:: เนื้อหาโดยสังเขป
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.
:: สารบัญ
Chapter 1 Introduction : 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
etc.