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- Ekström, Karin M., et al.
(författare)
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Consumer Behavior : classical and contemporary perspectives
- 2017. - 1
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- Consumer Behavior: Classical and Contemporary Perspectives provides a basic understanding of the subject of consumer behavior. A better understanding in terms of why and how people consume is particularly relevant in today’s society since consumption has become an increasingly important part of people’s lives.This book differs from most previous textbooks by describing the subject of consumer behavior based on two comprehensive theoretical fields: theories concerning consumer psychology and decision-making, and theories concerning consumer culture and practices. These two perspectives complement one another and contribute to a better understanding of the complexity of consumption. Furthermore, the book has a sustainability perspective. The impact of consumption on the environment is important to highlight, not least with regard to future generations. The book also has a consumer perspective in that the consumer is not seen as a passive recipient of offers, but rather as an active actor who must be given the opportunity to make his or her voice heard. A better understanding of consumers’ different living conditions and the situations they encounter will give companies and other organizations a better chance to reach out to consumers and meet their needs.Consumer Behavior is also available in Swedish, published by Studentlitteratur.
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- Guyader, Hugo, 1990-, et al.
(författare)
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Greenwashing : Teaching from Marketing & Sustainability
- 2023
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- This session is based on the book “Marketing & Sustainability: Why and how sustainability is changing current marketing practices” (Guyader et al. 2020, Studentlitteratur). The authors host a workshop about using the concept of greenwashing in the classroom, and they open for discussion with fellow teachers about teaching marketing with a sustainability approach. The session begins with a short introductory presentation of the book content, with a focus on the practice of greenwashing — before moving-on to a workshop/discussion of greenwashing cases in Sweden.
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- Guyader, Hugo, 1990-, et al.
(författare)
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Marketing and sustainability : why and how sustainability is changing current marketing practices
- 2020. - 1
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- This book aims to equip business students and marketing practitioners with a thorough understanding of sustainability issues. It uses contemporary cases and useful conceptualizations from recent research to provide a toolbox that help the reader understand how to deliver value to today’s consumers, while considering the well-being of future generations.Marketing & Sustainability raises important questions concerning the impact of (over)consumption, production, distribution, and communication, all key marketing activities, on socio-environmental challenges in the world — such as climate change and natural resource depletion.Servitization, dematerialization of consumption, the emergence of the circular economy paradigm, the platform-based sharing economy paradigm and the use of sharing schemes and platform-based exchanges of existing market goods are all dealt with in this book, which will make a lot of sense for students, marketers and other professionals who are aware of and striving for sustainable growth.
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- Hartmann, Benjamin J., 1981, et al.
(författare)
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Unboxing marketing : creating value for consumers, firms, and society
- 2020
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- How can marketing create value for consumers, firms, and society? What are the major societal trends that shape contemporary marketing? How and why has marketing become so influential that consumption now defines our entire culture? How can marketing practices contribute to shape society in a more positive way? These are examples of questions that are discussed and answered in this book. Unboxing Marketing problematizes and enriches marketing as it is taught in introductory courses. To do this, the authors use the metaphor of unboxing, which means to unwrap marketing like it was delivered in a closed box created by traditional marketing textbooks. The book builds on the latest scientific research to first unbox some of the major forces affecting society and marketing today, such as globalization, sustainabilization, and polarization. Then the unboxing moves on to how markets are made and remade, the role that value plays, and how contemporary consumer culture operates. Finally, the areas of marketing strategy, marketing research, and marketing in the digital era are unboxed.
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- Kindström, Daniel, et al.
(författare)
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Marknadsföring mellan företag
- 2012. - 1
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- Marknadsföring handlar om att stödja kunderna i deras värdeskapande processer. I dag sker det genom att presentera innovativa erbjudanden och genom relationsbyggande i komplexa affärsnätverk. Författarna utgår från aktuell forskning och ger konkreta exempel för att visa hur såväl traditionell produktförsäljning som tjänster och avancerade helhetslösningar kan hanteras.
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