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Understanding the Consumer

Name: Understanding the Consumer
Brand: SAGE Publications Inc
SKU: 04685327
Price: 145.4 EUR
Availability: InStock
Author: Isabelle Szmigin
ISBN: 9780761947004

Isabelle Szmigin

Language

English

Book Hardback

Libristo code: 04685327

Publishers SAGE Publications Inc, March 2003

Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric... Full description

Libristo code: 04685327

353 b

145.40 €

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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. 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.