Understanding the consumer /

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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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Szmigin, Isabelle
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Thousand Oaks : Sage Publications, 2003.
Temas:
Consumer behavior.
Consommateurs > Comportement.
BUSINESS & ECONOMICS > Consumer Behavior.
Verbraucher
Verbraucherforschung
Consumentengedrag.
Marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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