Contemporary Issues in Marketing

As the landscape of marketing knowledge changes contemporary buyers be it individuals or organisations are now more informed more demanding and crave value co-creation with marketers. This coupled with  technological and socio-cultural changes provides robust evidence that the old perspectives assumptions and practices of marketing are no longer satisfactory.Contemporary Issues in Marketing is a comprehensive up-to-date and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology ethics and practitioner viewpoints this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.