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Contemporary Consumption, Consumers and Marketing by Brendan Canavan
Contemporary Consumption, Consumers and Marketing by Brendan Canavan
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Contemporary Consumption, Consumers and Marketing

Cases from Generations Y and Z
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Description

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.

Author Biography:

Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.
Release date Australia
December 29th, 2020
Audience
  • Tertiary Education (US: College)
Illustrations
1 Tables, black and white; 12 Line drawings, black and white; 12 Illustrations, black and white
Pages
162
ISBN-13
9780367820947
Product ID
33829415

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Contemporary Consumption, Consumers and Marketing on Hardback by Brendan Canavan
$388.99
Contemporary Consumption, Consumers and Marketing
by Brendan Canavan ~ Hardback
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