Understanding the consumer

Isabelle Szmigin

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

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Year of publication:	2003
Authors:	Szmigin, Isabelle
Publisher:	London : Sage Publications
Subject:	Konsumentenverhalten \| Consumer behaviour
Description of contents:	Table of Contents [gbv.de]

Extent:	Online-Ressource (202 p) ill 24 cm
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (p. 188-197) and index Cover; Contents; Acknowledgements; Introduction; Chapter 1 - The Consumer-oriented Approach to Marketing; Chapter 2 - New Products and their Meanings; Chapter 3 - Paradoxes of Meaning; Chapter 4 - Whose Marketplace is it Anyway?; Chapter 5 - Innovation and the Creative Consumer; Chapter 6 - Revisiting the Time of Adoption and Resistance; Chapter 7 - When Innovation becomes Creativity; Chapter 8 - Conspicuous Consumption, Downshifting and Reconsumption; Chapter 9 - Production and Consumption; Chapter 10 - Conclusion; Bibliography; Index Electronic reproduction; Available via World Wide Web
ISBN:	0-7619-4700-0 ; 0-7619-4701-9 ; 978-0-7619-4700-4
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012673061