Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z

Research output: Book/ReportBookpeer-review

Abstract

Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures and individuals, especially those from Generations Y and Z.

Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up-to-date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux.

This book is essential reading for undergraduates, postgraduates and practitioners interested in marketing and consumer behaviour.
Original languageEnglish
Place of PublicationLondon
PublisherRoutledge
Number of pages174
Edition1st
ISBN (Electronic)9781003013532
ISBN (Print)9780367820923, 9780367820947
DOIs
Publication statusPublished - 29 Dec 2020

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