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Understanding the Consumer
Engelsk
Bogcover for Understanding the Consumer af Isabelle Szmigin, 9780761947011
Specifikationer
Sprog:
Engelsk
Sider:
202
ISBN-13:
9780761947011
Indbinding:
Paperback
ISBN-10:
0761947019
Udg. Dato:
12 mar 2003
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
12 mar 2003
Forfatter(e):

Understanding the Consumer

Engelsk
Paperback 2003
Format:

Bog beskrivelse
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

- 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. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.

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Specifikationer
Sprog:
Engelsk
Sider:
202
ISBN-13:
9780761947011
Indbinding:
Paperback
ISBN-10:
0761947019
Udg. Dato:
12 mar 2003
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
12 mar 2003
Forfatter(e):
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