Table Of ContentContemporary Issues
in Marketing and
Consumer Behaviour
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Contemporary Issues
in Marketing and
Consumer Behaviour
Elizabeth Parsons
Senior Lecturer in Marketing, Keele University,
Keele University, Keele, Staffordshire, UK
Pauline Maclaran
Professor of Marketing and Consumer Research,
Royal Holloway, University of London, UK
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Contents
PREFACE vii
CONTRIBUTORS ix
Chapter 1 Introduction: Marketing in the Contemporary
Organization 1
Elizabeth Parsons and Pauline Maclaran
Chapter 2 A History of Marketing Thought 13
Mark Tadajewski
Chapter 3 Postmodern Marketing and Beyond 37
Pauline Maclaran
Chapter 4 Arts Marketing 55
Krzysztof Kubacki and Daragh O’Reilly
Chapter 5 Building Brand Cultures 73
Pauline Maclaran
Chapter 6 Consumer Collectives 89
Nia Hughes
Chapter 7 Gender and Consumer Behaviour 105
Lydia Martens
Chapter 8 Ethical Debates in Marketing 121
Elizabeth Parsons
Chapter 9 Sustainable Marketing and the Green Consumer 141
Caroline Miller
Chapter 10 Social Marketing and Consumer Citizenship 161
Effi Raftopoulou
Chapter 11 New Technologies of Marketing Research 177
Elizabeth Parsons
Chapter 12 The Global Consumer 197
Emma Surman
INDEX 213
v
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Preface
The need for marketers to be fl exible and adaptable to the changing world
around them has never been greater. As competition in markets grows
apace, and consumers make ever more demands on the companies from
which they choose to purchase, marketers must be increasingly sensitive
to a multitude of shifting socio-cultural nuances. This book is intended
to draw together a range of key topics that provide an overview into the
changing dynamic context within which marketing is taught and practised.
Overall, the topics are designed to keep students abreast of current think-
ing in marketing and consumer research. With an emphasis on socio-cul-
tural perspectives, all of the chapters have been written by experts and often
challenge traditional views of marketing.
T he principal market for this book is fi nal year marketing undergradu-
ates and students on post-experience and postgraduate marketing pro-
grammes. It is designed to be the recommended reading on courses that
explore contemporary issues in marketing and consumer research. As such
it functions as a complete off-the-shelf package, including class discussion
topics and exercises. On other modules, such as marketing theory, consumer
behaviour, ethics, macromarketing, marketing and public policy, social mar-
keting and arts marketing, it is appropriate as supplementary reading. The
themes addressed in this book will also be of interest to students in media
and cultural studies, sociology, anthropology, CAM and consumer studies
programmes. So, whilst the main focus of the book is directed at the market-
ing community, it will also appeal to anyone who wants an accessible over-
view of the latest thinking and developments in marketing and consumer
research. Together the chapters are designed to provoke debate amongst stu-
dents and encourage them to enquire further into the topics on their own.
vii
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Contributors
Nia Hughes is Senior Teaching Fellow at Keele University, and prior to this
she was Principal Lecturer at Staffordshire University. She recently gained a
PhD from Lancaster University Management School, focusing upon aspects
of consumption in the context of collectors and collecting, and employing
an interpretivist approach. She is particularly interested in exploring the
familial, social and cultural factors that infl uence consumers in their every-
day lives. Her work draws upon ideas from sociology, anthropology and
material culture studies, as well as consumer research.
Krzysztof Kubacki is Lecturer in Marketing at the School of Economic
and Management Studies, Keele University. He is a graduate of the School
of Music in Legnica, Poland, and before joining academia was working as a
musician for the Helena Modrzejewska Theatre in Legnica and the Opera
Theatre in Wrocław, Poland. Although his main research interests lie in the
relationship between marketing and music, he carries out research projects
on a variety of marketing issues in Poland and Central Europe. He has pub-
lished extensively across a number of marketing areas, including music,
culture, the hospitality industry and knowledge management.
P auline Maclaran is Professor of Marketing and Consumer Research at
Royal Holloway, University of London. Her research interests focus on cul-
tural aspects of contemporary consumption, and she adopts a critical perspec-
tive to analyse the ideological assumptions that underpin many marketing
activities. In particular, her work has explored socio-spatial aspects of con-
sumption, including the utopian dimensions of fantasy retail environments.
She has published in internationally recognized journals such as the J ournal
of Consumer Research, Psychology and Marketing, Journal of Advertising ,
and Consumption, Markets & Culture. She has co-edited several books
includingMarketing and Feminism: Current Issues and Research andCritical
Marketing: Defi ning the Field, and is a co-author of Two Continents, One
Culture: The Scotch-Irish in Southern Appalachia. She is also Co-Editor in
Chief of Marketing Theory, a journal that promotes alternative and critical
perspectives in marketing and consumer behaviour.
Lydia Martens is Senior Lecturer in Sociology and Director of Post-
graduate Training (Social Sciences) at Keele University. Her research inter-
ests centre around the intersections between consumption and domestic
life. She is working on a research agenda that includes gender and consump-
tion, mundane domestic life, practices and products, and children, families
and consumption. Together with Pauline Maclaran, she is currently leading ix
