Understanding the Consumer
Being and Buying in the New Century
By (author) Isabelle Szmigin
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Understanding the Consumer by Isabelle Szmigin
Book DescriptionUnderstanding 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 DetailsISBN: 9780761947011
(234mm x 156mm x 13mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 12-Mar-2003
Country of Publication: United Kingdom
Books By Author Isabelle Szmigin
Consumer Behaviour, Paperback (November 2014)» View all books by Isabelle Szmigin
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.
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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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