Contemporary Consumption, Consumers and Marketing
eBook - ePub

Contemporary Consumption, Consumers and Marketing

Cases from Generations Y and Z

  1. 162 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Contemporary Consumption, Consumers and Marketing

Cases from Generations Y and Z

About this book

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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Yes, you can access Contemporary Consumption, Consumers and Marketing by Brendan Canavan in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2020
Print ISBN
9780367820947
eBook ISBN
9781000318401
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Table of Contents
  6. Illustrations
  7. Preface
  8. 1 Relevance: connecting with consumers – generations Y and Z inspired by K-pop
  9. 2 Reconstruction: ideological consumer engagement – vegan extremism and BrewDog revolution
  10. 3 Reassurance: consumer nostalgia and never growing up – Otaku, Pokémon, Lego and Hikikomori
  11. 4 Reinvention: evolving consumer identities – observing RuPaul’s drag race fans and reading Taylor Swift’s lyrics
  12. 5 Reputation: building and breaking brands offline and online – Halo Top, Angelababy and Fan Bingbing
  13. 6 Refraction: alternative realities and marketing fairy tales – myths around dropshipping, meerkats and backpackers
  14. 7 Renown: consumers at the centre of attention – tourists as celebrities and narcissism normalisation
  15. 8 Rebalancing: producing as well as consuming – the success of homemade spread versus the failure of Juicero
  16. 9 Re-evaluating: marketing amidst shit life syndrome – Oxycontin and iron challenges
  17. 10 Reviving: bringing marketing back – inspired by sex toys, slave-free sugar and Marks & Spencer
  18. Index