Abstract
MacInnis (2011) called for more conceptualisations into the role of marketing to explore novel perspectives that cannot yet be supported empirically; in response, this conceptual paper explores the social and economic implications of discount culture in the UK. To explore responsible marketing that can support the reframing of value creation, this paper will examine concepts of exchange and consumer empowerment, and recognise the exchange of productive community.
| Original language | English |
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| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Editors | C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, E. Rosier |
| Publisher | Academy of Marketing |
| Number of pages | 3 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 2024 |
| Event | 2024 Academy of Marketing conference - Cardiff University, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ (Link to conference website) |
Publication series
| Name | |
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| ISSN (Print) | None |
Conference
| Conference | 2024 Academy of Marketing conference |
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| Abbreviated title | AM2024 |
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Internet address |
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