Home » Understanding the Consumer
Product Image

Understanding the Consumer

Isabelle Szmigin
€77.99
Quantity:
In stock with our UK publisher. 14-28 days
Delivery/Collection within 10-20 working days
14 days return policy Shipping & Delivery
A01=Isabelle Szmigin
Author_Isabelle Szmigin
Category=KJSM
Consumer Marketing
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Organizational Behavior

Product details

  • ISBN 9780761947011
  • Weight: 340g
  • Dimensions: 156 x 234mm
  • Publication Date: 12 Mar 2003
  • Publisher: SAGE Publications Inc
  • Publication City/Country: US
  • Product Form: Paperback
Secure checkout Fast Shipping Easy returns
Description
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.
About Isabelle Szmigin
Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing

More from this author