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Understanding the Consumer

Understanding the Consumer

Understanding the Consumer

Isabelle Szmigin

267,45 €
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Editorial:
Sage Publications
Año de edición:
2003
Materia
Ventas y marketing
ISBN:
9780761947004

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Sobre IBD

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.

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  • Understanding the Consumer
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