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Contemporary Issues in Marketing and Consumer Behaviour PDF

193 Pages·2017·17.454 MB·English
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Contemporary Issues in Marketing and Consumer Behaviour This second edition of Contemporary Issues in Marketing and Consumer Behaviour has been completely revised and updated to keep pace with the latest developments, exploring fresh new themes in brand cultures, post- modernism, gender, ethics and globalisation. Topics new to this edition include: * the moralised brandscape; * the politics of consumption; * the spaces and places of marketing; and * the relationship between marketing and psychoanalysis. Thispopulartextsuccessfullylinksmarketingtheorywithpractice,locating marketing ideas and applications within wider global, social and economic contexts. Writtenbythreeexpertsinthefield,thistitlefillsagapinagrowingmarket interested in these contemporary issues. Mapping neatly to a one-semester module, it provides a complete off-the-shelf teaching package for masters, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels. Elizabeth Parsons is Professor of Marketing at the University of Liverpool, UK. PaulineMaclaranisProfessorofMarketingandConsumerResearchatRoyal Holloway, University of London, UK. Andreas Chatzidakis is Senior Lecturer in Marketing at Royal Holloway, University of London, UK. This page intentionally left blank Contemporary Issues in Marketing and Consumer Behaviour Second edition Elizabeth Parsons, Pauline Maclaran and Andreas Chatzidakis Secondeditionpublished2018 byRoutledge 2ParkSquare,MiltonPark,Abingdon,OxonOX144RN andbyRoutledge 711ThirdAvenue,NewYork,NY10017 RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness ©2018ElizabethParsons,PaulineMaclaranandAndreasChatzidakis TherightofElizabethParsons,PaulineMaclaranandAndreasChatzidakis tobeidentifiedasauthorsofthisworkhasbeenassertedbythemin accordancewithsections77and78oftheCopyright,DesignsandPatents Act1988. Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedor utilisedinanyformorbyanyelectronic,mechanical,orothermeans,now knownorhereafterinvented,includingphotocopyingandrecording,orin anyinformationstorageorretrievalsystem,withoutpermissioninwriting fromthepublishers. Trademarknotice:Productorcorporatenamesmaybetrademarksor registeredtrademarks,andareusedonlyforidentificationandexplanation withoutintenttoinfringe. FirsteditionpublishedbyElsevier2009 Visitthecompanionwebsite:www.routledge.com/cw/parsons BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloginginPublicationData Names:Parsons,Elizabeth,author.|Maclaran,Pauline,author.| Chatzidakis,Andreas,author. Title:Contemporaryissuesinmarketingandconsumerbehaviour/ ElizabethParsons,PaulineMaclaranandAndreasChatzidakis. Description:Abingdon,Oxon;NewYork,NY:Routledge,2017.|Earlier edition:2009.|Includesbibliographicalreferencesandindex. Identifiers:LCCN2017002758(print)|LCCN2017020207(ebook)| ISBN9780203526040(eBook)|ISBN9780415826907(hardback:alk. paper)|ISBN9780415826914(pbk.:alk.paper) Subjects:LCSH:Marketing.|Consumerbehavior. Classification:LCCHF5415(ebook)|LCCHF5415.P24932017(print)| DDC658.8--dc23 LCrecordavailableathttps://lccn.loc.gov/2017002758 ISBN:978-0-415-82690-7(hbk) ISBN:978-0-415-82691-4(pbk) ISBN:978-0-203-52604-0(ebk) TypesetinTimesNewRoman byTaylor&FrancisBooks Contents List of illustrations vi 1 Introduction: how has marketing changed? 1 2 Postmodern marketing and beyond 14 3 Building brand cultures 32 4 Gender, feminism and consumer behaviour 48 5 Psychoanalysis in marketing theory and practice 67 6 Ethical debates in marketing management 85 7 Ethical consumers and the moralised brandscape 106 8 Politicising consumption: consumerising politics 126 9 Marketing spaces and places 143 10 The globalised marketplace 164 Index 181 Illustrations Figures 6.1 General theoryof marketing ethics 91 7.1 A fruit garden in Exarcheia Park 121 7.2 Mosaic floor in Exarcheia Park 121 7.3 Exarcheia Park, 2016 122 9.1 Castilhos and Dolbec’s typologyof spaces 156 10.1 The food team at Gloucester Services Northbound 176 10.2 Inside Gloucester Services cafe 176 10.3 External Gloucester Services 177 Tables 1.1 The five axioms and eleven associated foundational principles of service-dominant logic 4 6.1 Topical areas of marketing ethics 87 7.1 Differences between sustainability and marketing thinking 108 8.1 Logics of growth in consumption 131 1 Introduction How has marketing changed? In the introduction of the 2009 edition of thisbook weargued thatmarketing was suffering from a perceived lack of relevance both within organisations and also by consumers themselves. We also observed that this was due to an inadequate conception of what marketing actually is. Over the past eight yearswehaveseensomewhatofarevolutioninthinking,notonlyaboutwhat marketing is, but also about consumers and their relationshipswith marketing. We have also made great strides in thinking through the relationship between marketing andwider society. Therefore we ask the following questions in this introduction: how has our view of marketing changed? How have consumers changed? And how should marketing relate to society? How has our view of marketing changed? The content and boundaries of marketing areboth blurredand frequently the subjectfordebate.Marketingisdeeplyembeddedwithinoursocietyandculture and therefore it must change with the times. Because of this the American MarketingAssociation(AMA)revisittheirdefinitionofmarketingonaregular basis. Their most recent agreed definition is as follows: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association website, 2013) One might argue that this definition is now so broad that it fails to really say anything at all other than that marketing isn’t only an activity but that it also encompassesasetofinstitutionsandprocesses;andthatitisultimatelydirected towards the creation of value. It is perhaps not surprising that many recent developmentsinthewaywethinkaboutmarketingarefocusedondeepeningour understanding of the institutions and (in particular) processes of markets and marketingononehand,andontheconstructionofvalueontheother.Ofcourse thesetworathergrandfeaturesofmarketingintertwineandcan’teasilybesepa- rated.Assuchtheyinformdiscussionsofbothmarketingandconsumersbelow. 2 Introduction Markets as practised One significant development in recent years has been a welcome focus on markets, what theyare and how theyare constituted or shaped. Up until quite recently the notion of the market was rather absent from marketing thinking, being seenonlyasaninert backdroptothebusiness of marketing activity. One of the problems with this is that marketing therefore implicitly accepts a neoclassical view of the market where markets are thought of merely as exchanges between buyers and sellers (Mele et al., 2015). Thisview has several challengesbuiltintoit.Thefirstisthatitfocusessquarelyon aproduct-centred viewofmarkets(i.e.whatisexchanged)takingthefocusawayfromtheconcept of consumer value (i.e. what consumers make from these exchanges). Second, the focus on exchange value (i.e. value created at the point of purchase) is at the cost of a focus on use value (i.e. value created during use). On an orga- nisational level this focus on exchange has also been criticised as failing to fully embrace the relational engagement of organisations (Sheth and Uslay, 2007); it also misses out on the idea ofinteraction as opposed to exchange as facilitating value creation (Gummesson and Mele, 2010). Third, the focus on the two parties of seller and buyer is restrictive because it doesn’t take into account the fact that value is most often created by a much larger networkof actors. This networked view is particularly pertinent given the increased importance of the internet environment in business transactions. One particularly interesting recent view on markets is that they are per- formed or practised into being. This practice approach to markets draws on economicsociologyand thesociologyof science and technologyto examinea series of key questions regarding markets: (1) Howaremarketagencies(e.g.buyersandsellers)configured?(2)How do some exchanges become ‘economic’? (3) How are objects of exchange shaped and qualified? (4) How do ideas and theories about markets contribute to shape the phenomena they seek to describe? (Araujo and Kjellberg, 2009: 196) Clearly this viewof markets is very different from the traditional neoclassical viewofmarketsasexchangebetweentwoparties.Thisviewasksustotakeastep backandquestionhowthevariouselementswithinmarketsareconstituted and shaped, but also to reflect on the impact that the theories we use to think aboutmarketshasonmarketsthemselves(Araujoetal.,2010).Proponentsof this approach argue that it also has significant implications for the way we should think about marketing. Rather thanviewing marketing as merelya set of techniques that regulate exchanges it should be viewed as ‘something that takes place within a market system and is therefore derivative of the main focus’ (Venkatesh and Peñaloza, 2006: 136). This placing of marketing within markets represents a move towards ‘market-ing’ to explore the various ‘practices that help perform markets’ of which marketing practices are only Introduction 3 one subset (Araujo and Kjellberg, 2009: 197). In this spirit of examining market-ing Zwick and Cayla (2011) ask us to look ‘Inside Marketing’ to explore how it actually works, they view marketing as: ‘an amalgamation of institutional, cultural, economic, and technical processes by which goods and markets – and objects and categories – are determined, contested, and provi- sionallygiven stable forms’ (2011: 9). Note thedifferencebetweenthisunderstandingofmarketing andtheAMA agreed version above. They contain some of the same elements i.e. the recog- nition that marketing is about a set of processes which involve a series of different actors, but note that the practice view of marketing opens up ques- tions as to how goods and markets themselves are constituted. This is important for a numberof reasons, not least of which it allows us to see with much more clarity how marketing impacts on society, by asking what the mechanisms of marketing are and how they operate. A service dominant logic of marketing A second relatively recent approach to understanding both markets and marketing’s role within them has been titled Service Dominant Logic. Along with the Markets as Practised view explored above, this school is concerned with examining the logic of value creation. Here scholars argue that the tra- ditional dominant logic underlying marketing comes from economic science, which is based on an economic philosophy which developed during the Industrial Revolution. This traditional dominant logic has been called goods- dominant(G-D)logic(VargoandLusch,2004).‘Inshort,G-Dlogicsaysthat thepurposeofthefirmistoproduce andsellvaluableunitsofoutputand,asa corollary, the role of the customer is to purchase and consume these units and then buy more’ (Vargo and Lusch, 2009: 220, emphasis in original). This approach has also been called a neoclassical viewof the market (as discussed above). A service dominant view of markets and marketing involves moving from an output- or (goods)-centred focus to a process (service)-centred focus. Hereserviceisconceptualisedas‘theprocessofdoingsomethingforandwith another party and is thus always dynamic and collaborative’ (2009: 221). It is worth quoting Vargo and Lusch’s explanation of S-D logic at length: According to S-D logic, economic exchange is about providing service in order to receive reciprocal service – that is, service is exchanged for service. Whereas goods are sometimes involved in this process, they are appliances forserviceprovision;theyareconveyorsofcompetences.Regardlessofwhe- ther service is provided directly or indirectly through a good, it is the knowledgeandskills(competences–operantresources)oftheprovidersand beneficiariesthatrepresenttheessentialsourceofvaluecreation,notgoods. (2009: 221–2, emphasis in original) Vargo and Lusch (2004) initially identified eight foundational principles of S-D Logic. Discussions with scholars over the years have resulted in

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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.