Table of Contents
1.Marketing Contexts
Views of markets
Internal and external contexts
Marketing value
2.Building Relations
Relationships and interactions
Building social relationships
The role of communications
A network perspective to business relationships
3.Consuming Experience
What is consumed?
Why consume? Motivation and stimulation
The role of consumers
4.Creating Solutions
Solutions to what?
Information technology and innovation
Information for innovative solutions
Organizational processes and capabilities
5.Brand Selection
The role of branding
Corporate identity and branding
Fast fashion branding~ from Prada to Primark
6.Moving Space
How markets move space
Moving materials through market space
Moving information – the role of IT
Social media marketing
Biography
Michael Saren is Professor of Marketing at the University of Leicester. He has an honorary fellowship of the UK Academy of Marketing, a PhD from the University of Bath and a visiting professorship at Birmingham University. He was a founding editor of the journal Marketing Theory.
