Contemporary Consumption, Consumers and Marketing Cases from Generations Y and Z
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Sprache:Englisch
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eBook Format:ePUB 3
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Produktdetails
Format
ePUB 3
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Ja
Erscheinungsdatum
28.12.2020
Verlag
Taylor & Francis eBooksSeitenzahl
174 (Printausgabe)
Auflage
1. Auflage
Sprache
Englisch
EAN
9781000318401
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.
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