Marketing has received much attention, with many books available on
marketing, marketing communications, marketing strategy and
planning and so on, but there is a lack of writing on contemporary
ideas and research in marketing. This book presents three
contemporary ideas with research evidence in the field of
marketing; indirect marketing, lifestyle advertising and emotional
advertising. The authors aim to develop a theoretical basis for the
three ideas and have therefore developed the foundations for a
dialogue on these contemporary ideas, which are being used
practically by marketers and advertisers around the world. The
research evidence provided in this book, aims to provide for a new
direct for the way marketing knowledge and thought is presented,
and to allow for the use of research based teaching in the field of
marketing. This book shall be an important resources for
researchers, academics and students, as well as a guide for
practitioners in the field of marketing.
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