{"product_id":"understanding-the-consumer-isabelle-szmigin-9780761947004","title":"Understanding the Consumer","description":"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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Isabelle Szmigin\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0761947000\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780761947004\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Sage Publications Ltd\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/11\/2003\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 202\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.00lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.42h x 6.42w x 0.69d","brand":"Isabelle Szmigin","offers":[{"title":"Hardcover","offer_id":48065102676223,"sku":"9780761947004","price":234.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_8f8b41dc-cbdc-4712-8c19-1add01799a61.jpg?v=1768673002","url":"https:\/\/www.whiterainbookhouse.com\/products\/understanding-the-consumer-isabelle-szmigin-9780761947004","provider":"WR Book House","version":"1.0","type":"link"}