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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.
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About the Author
Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing
"About this title" may belong to another edition of this title.
- PublisherSAGE Publications Ltd
- Publication date2003
- ISBN 10 0761947019
- ISBN 13 9780761947011
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages202
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Understanding the Consumer
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ISBN 10: 0761947019
ISBN 13: 9780761947011
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Understanding the Consumer
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SAGE Publications Inc, 2003
ISBN 10: 0761947019
ISBN 13: 9780761947011
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Understanding the Consumer: Being and Buying in the New Century
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ISBN 10: 0761947019
ISBN 13: 9780761947011
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