Contemporary consumption, consumers and marketing : cases from generations Y and Z /

Contemporary consumption, consumers and marketing : cases from generations Y and Z /

"This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctiv...

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Bibliographic Details
Main Author: Canavan, Brendan (Author)
Format: Electronic eBook
Language:English
Published: Abingdon ; New York : Routledge, 2021.
Edition:1 Edition.
Subjects:
Consumption (Economics)
Consumers' preferences.
Branding (Marketing)
Generation Y > Attitudes.
Generation Z > Attitudes.
BUSINESS & ECONOMICS / Marketing / Direct
BUSINESS & ECONOMICS / Consumer Behavior
Online Access:Taylor & Francis
OCLC metadata license agreement
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MARC

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100 1 |a Canavan, Brendan,  |e author.  |9 15030 
245 1 0 |a Contemporary consumption, consumers and marketing :  |b cases from generations Y and Z /  |c Brendan Canavan. 
250 |a 1 Edition. 
264 1 |a Abingdon ;  |a New York :  |b Routledge,  |c 2021. 
300 |a 1 online resource 
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520 |a "This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctive and disruptive in terms of their identities, attitudes, and their consumption. Challenged by demanding consumers, facing ideological backlash, and worse, potential irrelevance, marketers need to gain a sense of the issues currently rocking consumer culture. Contemporary Consumption, Consumers and Marketing captures examples of contemporary consumers using up-to-date case studies that demonstrate divergent trends across Generations X, Y and Z. From BrewDog's craft beer revolution, to Taylor Swift socially reconstructing herself lyrically, through RuPaul stans flexing their inventiveness online, and Japanese Otaku retreating into alternative reality, these are reviewed to investigate the state of marketing at a time of flux. The aim is to engage readers in the dynamic global changes happening in marketing theory and practice. The result is a thought provoking and stimulating text for undergraduate and postgraduate marketing students"--  |c Provided by publisher. 
588 |a OCLC-licensed vendor bibliographic record. 
650 0 |a Consumption (Economics)  |9 15031 
650 0 |a Consumers' preferences.  |9 15032 
650 0 |a Branding (Marketing)  |9 15033 
650 0 |a Generation Y  |x Attitudes.  |9 15034 
650 0 |a Generation Z  |x Attitudes.  |9 15035 
650 7 |a BUSINESS & ECONOMICS / Marketing / Direct  |2 bisacsh  |9 15036 
650 7 |a BUSINESS & ECONOMICS / Consumer Behavior  |2 bisacsh  |9 15037 
856 4 0 |3 Taylor & Francis  |u https://www.taylorfrancis.com/books/9781003013532 
856 4 2 |3 OCLC metadata license agreement  |u http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf 
942 |2 lcc  |c EB 
999 |c 204771  |d 204770 

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