Understanding the Consumer (Hardcover) (ISBN-13: 9780761947004)

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.

Author: Isabelle Szmigin
ISBN-10: 0761947000
ISBN-13: 9780761947004
Publisher: Sage Publications Ltd
Language: English
Published: 03/11/2003
Pages: 202
Format: Hardcover
Weight: 1.00lbs
Size: 9.42h x 6.42w x 0.69d