Title: Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z
Publisher: Routledge
Publication Date: 2020
Language: English
ISBN 10: 0367820927
ISBN 13: 9780367820923
Binding: Hardcover
Condition: New

About this title

Synopsis

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.

About the Author

Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.

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