Targeted at second year undergraduate students through to master's level post-graduate, this book takes the reader through a logical examination of key marketing debates, theories and approaches and encourages them to explore their own thoughts, ideas and opinions. It analyses areas such as marketplace value and value creation, consumers and consumption, taste and identity, sustainability and power, as well as semiotics and commercial myth making, and offers a contemporary examination of these industry sectors with experiential aspects of marketing and productive consumption playing an important role throughout. Divided into 10 chapters for easy semester teaching it covers issues such as: Traditional Approaches to Marketing; Marketing Perspectives and Value Creation; Consumers and Consumption; Making sense of your marketing audience; Semiotics and Meaning in THEF Marketing; THEF Experiences; Taste, taste makers and THEF Marketing; Social media marketing; and more.