Understanding the Consumer - Isabelle Szmigin
-35% koodilla BOOKS
Toimitus 17-23 arkipäivässä
30 päivän palautusoikeus
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 ... Täydellinen kuvaus
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Kuvaus
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; and 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.
Lisätietoja
| Kirjoittaja | Isabelle Szmigin |
|---|---|
| Julkaisija | SAGE Publications Ltd |
| Julkaisuvuosi | 2003 |
| Kannen tyyppi | Kovakantinen |
| EAN | 9780761947004 |