Theorising Modern Marketing in a Socially Digital Global Community

This book adopts a unique perspective in critically evaluating new perspectives of marketing that fall within ethical constructs, including EDI (equality, diversity and inclusivity), gendered implications and perspectives, sustainability (people and planet) and intersections with consumer culture. Marketing is often criticised as being commercially focused – profit over people. This book suggest that marketers could/should include consideration for ethical implications, and provides examples of how this can be conceptualised within current markets by using contemporary marketing examples and insights from consumer society.

This book is a follow-up and further exploration of the themes addressed in New Perspectives in Critical Marketing and Consumer Society (2024). Like the previous book, the contents are highly relevant and topical for businesses and society, yet are often overlooked in academic textbooks. This new collection will be very appealing to students, and can be positioned to support their academic studies by demonstrating the link between topical cultural phenomena and academic theories. In particular, the book can help support students create topics for dissertation and thesis based assessment.

The edited collection contains fifteen individual chapters addressing topical events, from the Coachella festival and the relationship between rave culture and luxury fashion, to the political marketing implications of the Trump vs Harris election campaigns. Chapters examine the music, fashion and media industries, to reflect upon the way in which societal ideologies and discourse are evolving. Marketing theory is critically reflected and discussed with examples for meaning making, acknowledging a more ethically aware cohort of consumers.

Theorising Modern Marketing in a Socially Digital Global Community is the second book in the Ethics International Press Critical Marketing and Consumer Society Series.