Contemporary Issues in Marketing

Principles and Practice

Ayantunji Gbadamosi author

Format:Hardback

Publisher:Sage Publications Ltd

Published:20th Sep '19

Currently unavailable, and unfortunately no date known when it will be back

This hardback is available in another edition too:

Contemporary Issues in Marketing cover

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.

This book is clear, simple and practice-driven. There are a lot of useful frameworks that will be useful for our students and approaches to marketing that include social marketing and non profit marketing. -- Dr Chiara Bernardi * drupal *
Interesting contemporary approach -- Miss Olalonpe Ige * drupal *
Up-to-date and includes a variety of recent case studies. Easy to follow and well laid out. A marketing for the coming digital age text. -- Mr Ollie Brook * drupal *

ISBN: 9781526478863

Dimensions: unknown

Weight: 1000g

480 pages