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[W339.Ebook] PDF Download Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

PDF Download Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

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Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge



Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

PDF Download Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

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Contemporary Issues in Marketing and Consumer BehaviourFrom Routledge

This exciting new edition of Maclaran and Parsons acclaimed consumer behaviour textbook is updated to include the most current contemporary issues whilst retaining its unique thematic 12-part structure, making it ideal for one-semester courses.

Renowned thought leaders Pauline Maclaran and Liz Parsons have assembled a world-class team of writers, to each cover one key "buzzword" in consumer behaviour studies: building brand cultures, gender, ethics, sustainability and more. This thematic approach builds a broad understanding consumer behaviour though a lively and accessible focus on a variety of culturally relevant topics. Each chapter includes a range of teaching materials at the end of the chapter: a case study, questions for discussion and class exercises. New to this edition are:

Integrated coverage of social media marketing and new sections on experiential marketing and charity marketing

Brand new real-life case studies to accompany each chapter

A brand new suite of instructor resources online, including Powerpoint slides and testbank questions

This short textbook provides a complete off-the-shelf teaching packagefor Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels."

  • Published on: 2016-02-08
  • Original language: English
  • Number of items: 1
  • Dimensions: .0" h x .0" w x .0" l, .0 pounds
  • Binding: Paperback
  • 232 pages

About the Author

Liz Parsons is Reader in Marketing at Keele University, UK

Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway University, UK

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