Consumers, Society and Marketing

ISBN-13: 9783031393587 / Angielski / Twarda / 2023

Dilip S. Mutum;Ezlika M. Ghazali

Opis

Environment and social responsibility are paramount for any modern business strategy, and the field of marketing is adapting itself to the new focus on sustainability. The study of the interface between consumers, society, and marketing is crucial for understanding the complex interactions between individuals and the products and services they consume and the resulting implications. In this book, the authors delve into the latest research and theories on the subject, providing insight into the various factors that shape consumer behavior and the broader impacts of marketing on society. Whether you are a student, professional, or simply curious about the topic, this book will provide a valuable resource for your learning and exploration.  Instead of treating ethical foundations and critical marketing perspectives separately, this book merges them and takes a broader sustainability perspective. It examines the various ways in which businesses are incorporating sustainability into their marketing strategies, and the impact these efforts are having on consumers, the economy, and the planet.Topics covered in this book include:

• Evolution of marketing thought
• Critique of marketing
• Sustainable marketing
• Social marketing
• Evolving consumer representations and roles, and many more

Spis treści

1. Consumption and Consumer Society.- 2. Evolution of Marketing.- 3. Benefits and Detriments of Marketing.- 4. Ethical Marketing.- 5. Sustainable Marketing.- 6. Social Marketing.- 7. Evolving Consumer Representations and Roles.

O autorze

Dilip S. Mutum is a professor of marketing at the School of Business, Monash University, Malaysia. His research interests include digital consumption, social networking, strategic marketing, and sustainable marketing. Dr. Mutum has also advised various organizations on digital marketing and digital transformation. His research has been published within a range of publications – both in print and online.

Ezlika M. Ghazali is an associate professor at the Faculty of Business and Economics, University of Malaya (Malaysia). Her research interests include consumer behavior, switching barriers, augmented-reality marketing, online retailing, sustainable marketing, and social entrepreneurship. Dr. Ghazali has widely published in several high-ranked journals including Information Technology and People, Internet Research, Journal of Retailing and Consumer Services, Electronic Markets, etc. She has also received several research and publication awards.