Handbook of Research on Contemporary Consumerism (Hardcover) (ISBN-13: 9781522582700)

Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.

Author: Hans Ruediger Kaufmann
ISBN-10: 1522582703
ISBN-13: 9781522582700
Publisher: Business Science Reference
Language: English
Published: 09/20/2019
Pages: 370
Format: Hardcover
Weight: 2.61lbs
Size: 11.00h x 8.50w x 0.88d