Contemporary Issues in Marketing and Consumer Behaviour  book cover
3rd Edition

Contemporary Issues in Marketing and Consumer Behaviour

  • Available for pre-order on June 2, 2023. Item will ship after June 23, 2023
ISBN 9781032062006
June 23, 2023 Forthcoming by Routledge
232 Pages 2 B/W Illustrations

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USD $54.95

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Book Description

This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.

Topics new to this edition include:

  • Digital Markets and Marketing
  • Hierarchies of Knowledge in Marketing
  • Marketing Inequalities: Feminisms and intersectionalities
  • The Ethics and Politics of Consumption

New case studies include:

  • Emerging Economy Brands
  • The Fairtrade Brand
  • Disappearing Influencers
  • Decolonising the Media

Written by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. It provides a complete and thought-provoking overview for postgraduate, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels.

Online resources include chapter-by-chapter PowerPoint slides.

Table of Contents

Chapter 1 Introduction: How Has Marketing Changed?

Chapter 2 Building Brand Cultures

Chapter 3 Digital Markets and Marketing

Chapter 4 Ethical Debates in Marketing Management

Chapter 5 The Ethics and Politics of Consumption

Chapter 6 Marketing Inequalities: Feminisms and Intersectionalities

Chapter 7 Psychoanalysis in Marketing

Chapter 8 Hierarchies of Knowledge in Marketing

Chapter 9 Marketing, Spaces and Places

Chapter 10 The Globalised Marketplace

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Elizabeth Parsons is Professor of Marketing at the University of Liverpool, UK.

Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UK.

Andreas Chatzidakis is Professor of Marketing at Royal Holloway, University of London, UK.

Rachel Ashman is Senior Lecturer in Marketing at the University of Liverpool, UK.



This updated edition takes account of the significant changes that have impacted marketing and consumers in recent years. In covering a range of critical issues from ethics to inequalities, it prioritises perspectives that are not only relevant to marketing practice but also to society at large. It offers a very timely and thought-provoking resource that will be of use to anyone with an interest in marketing and consumer culture. I will definitely recommend this book to my students with the hope it will encourage and inspire them to rethink the role of marketing in society.  

-Kathy Hamilton, Professor of Marketing, Strathclyde Business School, UK 


Contemporary Issues in Marketing and Consumer Behaviour is a much-needed alternative to run-of-the-mill marketing textbooks that have failed to keep pace with global change. Acknowledging that marketers make markets, this text challenges students to understand how marketing impacts contemporary problems of climate change, social inequality, and digital surveillance. In the face of these and other wicked problems, marketers must develop new strategies through strong consumer insights. Through clear explanations of contemporary marketing theory, this text encourages students to understand the importance of these considerations, and to recognise their responsibilities as powerful intermediaries in meeting the challenges of 21st Century business practice.

-Robin Canniford, Professor of Marketing, KEDGE Business School, France