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Full Product Details

Author:   Brendan Canavan
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9780367820947

ISBN 10:   0367820943
Pages:   162
Publication Date:   29 December 2020
Audience:   College/higher education ,  Tertiary & Higher Education ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

1. Relevance: Connecting with Consumers: Generation Y and Z Inspired by K-Pop 2. Reconstruction: Ideological Consumer Engagement: Vegan Extremism and BrewDog Revolution 3. Reassurance: Consumer Nostalgia and Never Growing Up: Otaku, Pokémon, Lego and Hikikomori 4. Reinvention: Evolving Consumer Identities: Observing RuPaul’s Drag Race Fans and Reading Taylor Swift’s Lyrics 5. Reputation: Building and Breaking Brands Off and Online: Halo Top, Angelababy and Fan BingBing 6. Refraction: Alternative Realities and Marketing Fairy Tales: Myths around Dropshipping, Meerkats and Backpackers 7. Renown: Consumers at the Centre of Attention: Tourists as Celebrities and Narcissism Normalisation 8. Rebalancing: Producing as Well as Consuming: The Success of Homemade Spread Versus the Failure of Juicero 9. Re-evaluating: Marketing amidst Shit Life Syndrome: OxyContin, and Iron Challenges 10. Reviving: Bringing Marketing Back: Inspired by Sex Toys, Slave Free Sugar and Marks & Spencer

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Author Information

Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.

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