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Handbook of Research on Contemporary Consumerism

by Hans Ruediger Kaufmann

Handbook of Research on Contemporary Consumerism Synopsis

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.

Book Information

ISBN: 9781522582700
Publication date: 30th June 2020
Author: Hans Ruediger Kaufmann
Publisher: IGI Global
Format: Hardback
Pagination: 370 pages
Categories: Market research,

About Hans Ruediger Kaufmann

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