Understanding the Consumer PDF
By:Isabelle Szmigin
Published on 2003-03-11 by SAGE
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. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
This Book was ranked at 30 by Google Books for keyword Consumer Behaviour.
Book ID of Understanding the Consumer's Books is 0GNAqYag40kC, Book which was written byIsabelle Szmiginhave ETAG "tTGd30xIpi4"
Book which was published by SAGE since 2003-03-11 have ISBNs, ISBN 13 Code is 9781412933568 and ISBN 10 Code is 1412933560
Reading Mode in Text Status is false and Reading Mode in Image Status is true
Book which have "202 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
eBook Version Availability Status at PDF is true and in ePub is false
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