Robert Bowen – författare

This book provides contemporary perspectives on marketing management with regards to drinking behaviour, drinking spaces and places, brewing, product development and inclusion. Globally, approximately one in three people (32.5%) drink alcohol equating to roughly 2.4 billion people. Behind this consumption, there are a range of brewers, distillers and winemakers who produce alcohol and suppliers and retailers of various types who bring the product to the consumer. Marketing management, advertising, communications and consumer behaviours play a role in the brewing, distribution and drinking of alcohol across different contexts.The chapters in this volume examine patterns of drinking, followed by an assessment of the role and style of drinking in different contexts, both commercial (the pub, bar, off licence) and personal (the home). The role of collaborative marketing practices is highlighted as well as the important role of product development especially related to no and low-alcohol products and increased moderation of drinking. The book also covers the area of inclusion, in terms of gender within the beer scene. Finally, the book offers a perspective from brewers and publicans and their contemporary struggles and hopes for the future.This comprehensive resource is designed for students, professionals, practitioners and researchers in consumer behavior, marketing management, consumer psychology, hospitality and tourism studies, business strategy and social sciences.The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Next to air, water is the most essential of human requirements. The hydrosphere-the waters of the Earth, its oceans, rivers and lakes-is vital, constituting a feature unique in the solar system and one responsible for physical and climatic phenomena characteristic of the planet. Water moves through the hydrologic cycle and runs the heat engine of the Earth, approximately 97% of it occurring in the oceans. These contain vast natural resources including abundant plant and animal life and they assist in cleansing the atmosphere by becoming the final repository of air and land pollutants of which many are man-made. Unfortunately their ability to do this is diminishing because of rising pollution by toxicants such as DDT, nuclear by-products such as strontium-90 and oil spills. The oceans contain huge quantities of various substances mostly originating from the atmosphere, biological activity, river transport after rock weathering, groundwater, spreading zones along mid-oceanic ridges and crustal out-gassing. After hydrogen and oxygen, the commonest elements in them are Cl, Na, Mg, S, K, Ca, Br, C and B. The atmosphere and the oceans together cooperate in an energy cycle important in controlling and equalising the Earth's surface temperature.