Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z
Language: English
Published by Routledge, 2020
- Softcover
- New
Seller: Kennys Bookshop and Art Galleries Ltd., Galway, GY, IrelandKennys Bookshop and Art Galleries Ltd.
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- Title
- Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z
- Author
- Canavan, Brendan
- Publisher
- Routledge
- Publication year
- 2020
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0367820943
- ISBN 13
- 9780367820947
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures and individuals, especially those from Generations Y and Z.
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.
"Synopsis" may belong to another edition of this title.
About the Author
Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.
"About the title" may belong to another edition of this title.
Kennys Bookshop and Art Galleries Ltd.
Galway, GY, Ireland
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