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Contemporary Issues in Marketing

Contemporary Issues in Marketing
Principles and Practice

Additional resources:

September 2019 | 480 pages | SAGE Publications Ltd

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with  technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory.

Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

Part I: Introducing Contemporary Marketing
Chapter 1: Marketing: The Paradigm Shift
Chapter 2: Contemporary Global Marketing
Chapter 3: Contemporary Marketing Research
Chapter 4: Neuromarketing
Part II: Exploring Meanings in Contemporary Consumption
Chapter 5: The Contemporary Consumer
Chapter 6: Brands, Branding and Brand Culture
Chapter 7: Marketing Ethics, Green and Sustainable Marketing
Part III: Technology, Business and Contemporary Marketing
Chapter 8: Digital Marketing
Chapter 9: Entrepreneurial and SME Marketing
Chapter 10: Business-to-Business (b2b) Marketing
Part IV: Marketing Non-Conventional Market Offerings
Chapter 11: Social and Non-Profit Marketing
Chapter 12: Nation and Place Marketing
Chapter 13: Arts Marketing
Chapter 14: Religion and Consumer Behaviour


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The online resources featured on the Business and Management Subject Hub are:


·       Discussion Questions and Answers

·       Instructor’s Manual

·       Journal Articles

·       PowerPoint Slides

·       Video Links

This book is clear, simple and practice-driven. There are a lot of useful frameworks that will be useful for our students and approaches to marketing that include social marketing and non profit marketing.

Dr Chiara Bernardi
Department of Communications, Media & Culture , Stirling University
April 28, 2020

Up-to-date and includes a variety of recent case studies. Easy to follow and well laid out. A marketing for the coming digital age text.

Mr Ollie Brook
Education, City of Glasgow College
September 24, 2019

Interesting contemporary approach

Miss Olalonpe Ige
Birmingham Business School, Birmingham University
February 25, 2020
Key features
  • Case studies and discussion questions to help students to understand critical issues in a real world context and develop their understanding via critical debate.
  • Full chapters on B2B Marketing and Marketing Ethics, Green and Sustainable Marketing 
  • Broad range of content coverage from expert authors in their fields  

Sage College Publishing

You can purchase this book and request an instructor sample on our US College site:

Go To College Site