First Decade
Emerging Issues of the 21st Century In Consumer Marketing
Published on 4. October 2011
88 pages
978-1-78052-571-6 (ISBN)
Description
This E-BOOK represents a selection of best papers presented at the 2010 Australian and New Zealand Marketing Academy (ANZMAC) annual conference in Christchurch, NZ. Over 400 delegates from 28 countries attended this internationally recognised conference hosted by the College of Business and Economics at the University of Canterbury.
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Content
- Cover
- Contents
- Editorial
- The first decade: emerging issues of the twenty-first century in consumer marketing
- Rationalisation as delusion: pictorial health warnings and tobacco industry arguments
- Against medical advice: the anti-consumption of vaccines
- Interactive or reactive? Marketing with Twitter
- Creative consumers: awareness, attitude and action
- Phonetic symbolism and children's brand name preferences
- Managing web site performance taking account of the contingency role of branding in multi-channel retailing
- Retail attributes' differential effects on utilitarian versus hedonic shopping value
- On becoming a culturally plural consumer
- Book reviews
- Internet currency
