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Contemporary Issues in Marketing

Contemporary Issues in Marketing brings&nbsp;together theory and practitioners' perspectives to present a coherent understanding of topical issues in marketing.

Gbadamosi Ayantunji: Contemporary Issues
in Marketing

Contemporary Issues in Marketing

Principles and Practice

Preface Part I: Introducing Contemporary Marketing Chapter 1: Marketing: The Paradigm Shift Chapter 2: Contemporary Global Marketing Chapter 3: Contemporary Marketing Research Chapter 4: Neuromarketing Part II: Exploring Meanings in Contemporary Consumption Chapter 5: The Contemporary Consumer Chapter 6: Brands, Branding and Brand Culture Chapter 7: Marketing Ethics, Green and Sustainable Marketing Part III: Technology, Business and Contemporary Marketing Chapter 8: Digital Marketing Chapter 9: Entrepreneurial and SME Marketing Chapter 10: Business-to-Business (b2b) Marketing Part IV: Marketing Non-Conventional Market Offerings Chapter 11: Social and Non-Profit Marketing Chapter 12: Nation and Place Marketing Chapter 13: Arts Marketing Chapter 14: Religion and Consumer Behaviour

From artificial intelligence to identity theft and increasing concerns about privacy and sustainability, consumer issues are an integral part of daily life. This updated fifth edition of Consumer Economics offers students an accessible and thorough guide to the concerns surrounding the modern consumer and brings to light the repercussions of making uninformed decisions in today's global economy.This definitive textbook introduces students to these potential issues and covers key topics, including consumer behavior, the history of the consumer movement, personal finance, legal rights and responsibilities, as well as marketing and advertising. Combining theory and practice, students are introduced to both the fundamentals of consumer economics and how to become better-informed consumers themselves. Highlights in this new edition include:¿ new case studies and projects to encourage students to develop their critical thinking skills through analyzing global consumer issues ¿ coverage of the influence of AI, FinTech and digital platforms on everyday decision-making ¿ expanded discussion of cybersecurity, data privacy and ethical consumerism ¿ revised consumer alerts: practical advice and guidance to help students make smart consumer decisions ¿ PowerPoint slides and a test bank of questions for each chapter.This textbook is suitable for students studying consumer sciences to understand what works, what doesn't and how consumers are changing.

Issues and Behaviors

Consumer Economics

The 15 Metrics Everyone in Marketing Should Know � Made Easy with AI

Data-Driven Marketing

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

Marketing Strategy

Kindness in Leadership

A fascinating examination of how wellness influencers have shaped a booming global industry--and why we should take their cultural power seriously.Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself--and why so many of us are eager to follow their lead.

How Social Media Influencers Transformed an Industry

In Search of Wellness

Palgrave Studies of Internationalization in Emerging Markets

This edited collection analyzes the challenges, opportunities and strategies that shape the role of digital marketing in the internationalization of African SMEs. Digital economies are expanding rapidly, motivating this volume, which provides critical insights into effective strategies for SMEs seeking to enhance their global competitiveness.The contributors present a nuanced perspective of digital marketing’s impact on SME performance, addressing critical questions about market access, consumer behavior, and brand management.Ideal for entrepreneurs, policymakers, and researchers, this volume serves as a vital reference for those interested in empowering African SMEs to be successful digitally in the global market. Whether you’re a student or a practitioner, this book offers actionable insights to navigate the complexities of digital marketing in emerging economies.Kathy-Ann Fletcher
 is a Lecturer in Marketing in the Dundee Business School, Abertay University, UK. Her research focuses on consumer behaviour, branding and marketing management. She has published in areas of sustainability, digital and social media marketing, consumer behaviour and luxury brands.
 Raphael Odoom
 is a research associate at the Department of Marketing Management, University of Johannesburg, and is currently with the University of Ghana Business School. His research interests are in the areas of branding, digital marketing and small business management. He has published in European Business Review, Journal of Brand Management, Journal of Enterprise Information Management, Journal of Product and Brand Management, Marketing Intelligence and Planning, Qualitative Market Research: An International Journal, Services Marketing Quarterly, Management Research Review, among others.
 Kofi Osei-Frimpong
 is an Associate Professor of Marketing at the Africa Business School, Mohammed VI Polytechnic University, Rabat, Morocco. He is also a Research Fellow at the Vlerick Business School. He received his PhD from the University of Strathclyde, Glasgow, UK. His research interest includes value co-creation in healthcare service delivery, customer engagement practices, social media use, and service design. He is published in 
 Journal of&nbsp;Business Research, European Journal of Work and Organizational Psychology, Computers in Human Behavior, Journal of Marketing Theory and Practice, International Journal of Retail &amp; Distribution Management, Journal of Service Theory and Practice
 , among others.

This edited collection analyzes the challenges, opportunities and strategies that shape the role of digital marketing in the internationalization of African SMEs. Digital economies are expanding rapidly, motivating this volume, which provides critical insights into effective strategies for SMEs seeking to enhance their global competitiveness.The contributors present a nuanced perspective of digital marketing’s impact on SME performance, addressing critical questions about market access, consumer behavior, and brand management.Ideal for entrepreneurs, policymakers, and researchers, this volume serves as a vital reference for those interested in empowering African SMEs to be successful digitally in the global market. Whether you’re a student or a practitioner, this book offers actionable insights to navigate the complexities of digital marketing in emerging economies.

Challenges, Opportunities and Strategies for SME Internationalization

Digital Marketing in Africa

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Springer Texts in Business and Economics

A Guide to Theory and Practice

Media Entrepreneurship, Vol 1

Mktg

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

Contemporary Issues in Marketing

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