Understanding the Consumer by Isabelle Szmigin
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Understanding the Consumer
By Isabelle Szmigin

Understanding the Consumer

Being and Buying in the New Century

By (author) See other recent books by Isabelle Szmigin
Format: Paperback

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Understanding the Consumer by Isabelle Szmigin

Book 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 - 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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Book Details

ISBN: 9780761947011
ISBN-10: 0761947019
Format: Paperback
(234mm x 156mm x 13mm)
Pages: 202
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 12-Mar-2003
Country of Publication: United Kingdom

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Books By Author Isabelle Szmigin

Consumer Behaviour by Isabelle Szmigin Consumer Behaviour, Paperback (November 2014)

A new approach to teaching consumer behaviour, incorporating the latest issues in behavioural, psychological and sociological learning alongside new areas of research. Practitioner commentaries including Renault and Thinkbox, and extended case studies featuring Pinterest and Havaianas, place this fascinating subject firmly in a real world context.

» View all books by Isabelle Szmigin

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Author Biography - Isabelle Szmigin

Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing

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