Contemporary Issues in Marketing

Dr Ayantunji Gbadamosi (Bsc Hons, Msc, PhD, FHEA, FCIM, FCMI) is the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions, including the University of Lagos (Nigeria), the University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK) and various professional bodies. ‘Tunji Gbadamosi has several research outputs – journal articles, chapters in edited books, edited books, monograph, conference papers and case studies. His articles have appeared in several refreed journals including Journal of Strategic Marketing, Journal of Brand Management; Thunderbird International Business Review; International Journal of Market Research; International Journal of Retail and Distribution Management; Marketing intelligence and Planning; Social Marketing Quarterly; Nutrition and Food Science; Young Consumers; Journal of Fashion Marketing and Management; Society and Business Review; International Journal of Consumer Studies; The Marketing Review; International Journal of Small Business and Enterprise Development; Entrepreneurship and Regional Development; International Journal of Entrepreneurship and Innovation; Journal of Management Development, Journal of  Place Branding and Public Diplomacy; and Industry and Higher Education.  He is the author of the book Low-income Consumer Behaviour and the editor of Young Consumer Behaviour (Routledge, 2018), The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016) and Exploring the Dynamics of Consumerism in Developing Nations (IGI, Global, 2019). His co-edited books are: Principles of Marketing: A Value-Based Approach (Palgrave, 2013) and Entrepreneurship Marketing: Principles and Practice of SME Marketing (Routledge, 2011). Dr Gbadamosi is an editorial board member of several academic journals. He has supervised several undergraduate and postgraduate students, including PhD students, to successful completion and served as an examiner for several doctorate degree examinations. He is the current Programme Chair of the International Academy of African Business Development (IAABD). His research interests lie in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications. He won the Emerald Best Paper Award at the International Academy of African Business Development (IAABD) conference in 2014. He is listed in Who’s Who in the World.

This book is clear, simple and practice-driven. There are a lot of useful frameworks that will be useful for our students and approaches to marketing that include social marketing and non profit marketing.

• PrefacePart I: Introducing Contemporary MarketingChapter 1: Marketing: The Paradigm ShiftChapter 2: Contemporary Global MarketingChapter 3: Contemporary Marketing ResearchChapter 4: NeuromarketingPart II: Exploring Meanings in Contemporary ConsumptionChapter 5: The Contemporary ConsumerChapter 6: Brands, Branding and Brand CultureChapter 7: Marketing Ethics, Green and Sustainable MarketingPart III: Technology, Business and Contemporary MarketingChapter 8: Digital MarketingChapter 9: Entrepreneurial and SME MarketingChapter 10: Business-to-Business (b2b) MarketingPart IV: Marketing Non-Conventional Market OfferingsChapter 11: Social and Non-Profit MarketingChapter 12: Nation and Place MarketingChapter 13: Arts MarketingChapter 14: Religion and Consumer Behaviour