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Understanding the consumer /
Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; Thousand Oaks :
Sage Publications,
2003.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Szmigin, Isabelle. | |
| 245 | 1 | 0 | |a Understanding the consumer / |c Isabelle Szmigin. |
| 260 | |a London ; |a Thousand Oaks : |b Sage Publications, |c 2003. | ||
| 300 | |a 1 online resource (202 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 504 | |a Includes bibliographical references (pages 188-197) and index. | ||
| 505 | 0 | |a Cover; Contents; Acknowledgements; Introduction; Chapter 1 -- The Consumer-oriented Approach to Marketing; Chapter 2 -- New Products and their Meanings; Chapter 3 -- Paradoxes of Meaning; Chapter 4 -- Whose Marketplace is it Anyway?; Chapter 5 -- Innovation and the Creative Consumer; Chapter 6 -- Revisiting the Time of Adoption and Resistance; Chapter 7 -- When Innovation becomes Creativity; Chapter 8 -- Conspicuous Consumption, Downshifting and Reconsumption; Chapter 9 -- Production and Consumption; Chapter 10 -- Conclusion; Bibliography; Index. | |
| 520 | |a Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. | ||
| 588 | 0 | |a Print version record. | |
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [Place of publication not identified] : |c HathiTrust Digital Library, |d 2011. |5 MiAaHDL | ||
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| 546 | |a English. | ||
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| 650 | 0 | |a Consumer behavior. | |
| 650 | 6 | |a Consommateurs |x Comportement. | |
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| 650 | 7 | |a Verbraucherforschung |2 gnd | |
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| 650 | 1 | 7 | |a Marketing. |2 gtt |
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