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Contemporary Marketing and Consumer Behavior

Contemporary Marketing and Consumer Behavior

John F. Sherry

267,22 €
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Editorial:
Sage Publications
Año de edición:
1995
Materia
Ventas y marketing
ISBN:
9780803957527

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Sobre IBD

This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.

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