Contemporary Issues in Marketing and Consumer Behaviour (Hardcover)

An exciting new book which covers all the latest buzz words within marketing and consumer behaviour: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more.
More importantly, 'Contemporary Issues in Marketing and Consumer Behaviour' makes clear links between the 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 two experts in the field, this title provides a complete off the shelf teaching package for Masters, MBA and advanced undergraduate modules in marketing and consumer behaviour 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