How can marketing create value for consumers, firms, and society? What are the major societal trends that shape contemporary marketing? How and why has marketing become so influential that consumption now defines our en-tire culture? How can marketing practices contribute to shape society in a more positive way? These are examples of questions that are discussed and answered in this book.Unboxing Marketing problematizes and enriches marketing as it is taught in introductory courses. To do this, the au-thors use the metaphor of unboxing, which means to unwrap marketing like it was delivered in a closed box created by traditional marketing textbooks. The book builds on the latest scientific research to first unbox some of the major forces affecting society and market-ing today, such as globalization, sustainabilization, and polarization. Then the unboxing moves on to how markets are made and remade, the role that value plays, and how contemporary consumer culture operates. Finally, the areas of marketing strategy, marketing research, and marketing in the digital era are unboxed.

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Yes, you can access Unboxing Marketing by Benjamin Hartmann,Jacob Ostberg,Anders Parment,Cecilia Solér 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.