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Contemporary issues in marketing : principles and practice / edited by Ayantunji Gbadamosi.

Material type: Text

TextLanguage: English Publisher: Los Angeles, California : SAGE, 2019Edition: 1st edDescription: xviii, 462 pages : illustrations ; 24 cmISBN: 9781526478887 (pbk. : alk. paper); 9781526478863 (hardcover : alk. paper)Subject(s): MarketingDDC classification: 658.8

Contents:

Introducing contemporary marketing -- Exploring meanings in contemporary consumption -- Technology, business and contemporary marketing -- Marketing non-conventional market offerings.

Summary: As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organizations 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

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Item type	Current location	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 CON (Browse shelf)	Available		46071

Introducing contemporary marketing --
Exploring meanings in contemporary consumption --
Technology, business and contemporary marketing --
Marketing non-conventional market offerings.

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organizations 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

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