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Item Details
| Title:
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UNDERSTANDING THE CONSUMER
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| By: |
Isabelle Szmigin |
| Format: |
Electronic book text |
| List price:
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£33.59 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
1412933560 |
| ISBN 13: |
9781412933568 |
| Publisher: |
SAGE PUBLICATIONS LTD (DIGITAL) |
| Pub. date: |
11 March, 2003 |
| Pages: |
202 |
| Description: |
Drawing on developments in the literature of understanding the consumer, this book conceptualizes how consumers respond and act in the marketplace with particular attention to: relationships with suppliers, products and brands; the complexity and unpredictability of their consumption behaviour; and, their need to get closer to production. |
| Synopsis: |
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. |
| Publication: |
UK |
| Imprint: |
SAGE Publications Ltd |
| Returns: |
Non-returnable |
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