Introduction: Marketing in the contemporary organization / Elizabeth Parsons and Pauline Maclaran -- A history of marketing thought / Mark Tadajewski -- Postmodern marketing and beyond / Pauline Maclaran -- Arts marketing / Krysztof Kubacki and Daragh O'Reilly -- Building brand cultures / Pauline Maclaran -- Consumer collectives / Nia Hughes -- Gender and consumer behaviour / Lydia Martens -- Ethical debates in marketing / Elizabeth Parsons -- Sustainable marketing and the green consumer / Caroline Miller -- Social marketing and consumer citizenship / Effi Raftopoulou -- New technologies of marketing research / Elizabeth Parsons -- The global consumer / Emma Surman.