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.

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Szmigin, Isabelle
Format: Electronic eBook
Language:Inglés
Published: London ; Thousand Oaks : Sage Publications, 2003.
Subjects:
Consumer behavior.
Consommateurs > Comportement.
BUSINESS & ECONOMICS > Consumer Behavior.
Consumer behavior
Verbraucher
Verbraucherforschung
Consumentengedrag.
Marketing.
Online Access:Texto completo
Table of Contents:
  • 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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