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Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up-to-date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux.
This book is essential reading for undergraduates, postgraduates and practitioners interested in marketing and consumer behaviour.
Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up-to-date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux.
This book is essential reading for undergraduates, postgraduates and practitioners interested in marketing and consumer behaviour.
Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.
1. Relevance: Connecting with Consumers: Generation Y and Z Inspired by K-Pop
2. Reconstruction: Ideological Consumer Engagement: Vegan Extremism and BrewDog Revolution
3. Reassurance: Consumer Nostalgia and Never Growing Up: Otaku, Pokémon, Lego and Hikikomori
4. Reinvention: Evolving Consumer Identities: Observing RuPaul's Drag Race Fans and Reading Taylor Swift's Lyrics
5. Reputation: Building and Breaking Brands Off and Online: Halo Top, Angelababy and Fan BingBing
6. Refraction: Alternative Realities and Marketing Fairy Tales: Myths around Dropshipping, Meerkats and Backpackers
7. Renown: Consumers at the Centre of Attention: Tourists as Celebrities and Narcissism Normalisation
8. Rebalancing: Producing as Well as Consuming: The Success of Homemade Spread Versus the Failure of Juicero
9. Re-evaluating: Marketing amidst Shit Life Syndrome: OxyContin, and Iron Challenges
10. Reviving: Bringing Marketing Back: Inspired by Sex Toys, Slave Free Sugar and Marks & Spencer
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780367820947 |
| ISBN-10: | 0367820943 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Canavan, Brendan |
| Hersteller: | Routledge |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 246 x 174 x 10 mm |
| Von/Mit: | Brendan Canavan |
| Erscheinungsdatum: | 29.12.2020 |
| Gewicht: | 0,326 kg |
Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.
1. Relevance: Connecting with Consumers: Generation Y and Z Inspired by K-Pop
2. Reconstruction: Ideological Consumer Engagement: Vegan Extremism and BrewDog Revolution
3. Reassurance: Consumer Nostalgia and Never Growing Up: Otaku, Pokémon, Lego and Hikikomori
4. Reinvention: Evolving Consumer Identities: Observing RuPaul's Drag Race Fans and Reading Taylor Swift's Lyrics
5. Reputation: Building and Breaking Brands Off and Online: Halo Top, Angelababy and Fan BingBing
6. Refraction: Alternative Realities and Marketing Fairy Tales: Myths around Dropshipping, Meerkats and Backpackers
7. Renown: Consumers at the Centre of Attention: Tourists as Celebrities and Narcissism Normalisation
8. Rebalancing: Producing as Well as Consuming: The Success of Homemade Spread Versus the Failure of Juicero
9. Re-evaluating: Marketing amidst Shit Life Syndrome: OxyContin, and Iron Challenges
10. Reviving: Bringing Marketing Back: Inspired by Sex Toys, Slave Free Sugar and Marks & Spencer
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780367820947 |
| ISBN-10: | 0367820943 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Canavan, Brendan |
| Hersteller: | Routledge |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 246 x 174 x 10 mm |
| Von/Mit: | Brendan Canavan |
| Erscheinungsdatum: | 29.12.2020 |
| Gewicht: | 0,326 kg |
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