000 03272cam a2200541 i 4500
001 9781003013532
003 FlBoTFG
005 20220509192923.0
006 m d u
007 cr |||||||||||
008 200803s2021 enk ob 001 0 eng
040 _aOCoLC-P
_beng
_erda
_cOCoLC-P
020 _a9781003013532
_qelectronic book
020 _a1003013538
_qelectronic book
020 _a9781000318388
_q(electronic bk. : Mobipocket)
020 _a1000318389
_q(electronic bk. : Mobipocket)
020 _a9781000318364
_q(electronic bk. : PDF)
020 _a1000318362
_q(electronic bk. : PDF)
020 _a9781000318401
_q(electronic bk. : EPUB)
020 _a1000318400
_q(electronic bk. : EPUB)
020 _z9780367820923
_qhardcover
020 _z9780367820947
_qpaperback
035 _a(OCoLC)1182020389
035 _a(OCoLC-P)1182020389
050 0 0 _aHB801
_b.C36 2021
072 7 _aBUS
_x043010
_2bisacsh
072 7 _aBUS
_x016000
_2bisacsh
072 7 _aKJS
_2bicssc
082 0 0 _a339.4/7
_223
100 1 _aCanavan, Brendan,
_eauthor.
245 1 0 _aContemporary consumption, consumers and marketing :
_bcases from generations Y and Z /
_cBrendan Canavan.
250 _a1 Edition.
264 1 _aAbingdon ;
_aNew York :
_bRoutledge,
_c2021.
300 _a1 online resource
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bn
_2rdamedia
338 _aonline resource
_bnc
_2rdacarrier
520 _a"This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctive and disruptive in terms of their identities, attitudes, and their consumption. Challenged by demanding consumers, facing ideological backlash, and worse, potential irrelevance, marketers need to gain a sense of the issues currently rocking consumer culture. Contemporary Consumption, Consumers and Marketing captures examples of contemporary consumers using up-to-date case studies that demonstrate divergent trends across Generations X, Y and Z. From BrewDog's craft beer revolution, to Taylor Swift socially reconstructing herself lyrically, through RuPaul stans flexing their inventiveness online, and Japanese Otaku retreating into alternative reality, these are reviewed to investigate the state of marketing at a time of flux. The aim is to engage readers in the dynamic global changes happening in marketing theory and practice. The result is a thought provoking and stimulating text for undergraduate and postgraduate marketing students"--
_cProvided by publisher.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aConsumption (Economics)
650 0 _aConsumers' preferences.
650 0 _aBranding (Marketing)
650 0 _aGeneration Y
_xAttitudes.
650 0 _aGeneration Z
_xAttitudes.
650 7 _aBUSINESS & ECONOMICS / Marketing / Direct
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Consumer Behavior
_2bisacsh
856 4 0 _3Taylor & Francis
_uhttps://www.taylorfrancis.com/books/9781003013532
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999 _c126582
_d126582