Understanding the Consumer

Understanding the Consumer

by Isabelle Szmigin
     
 

Szmigin (marketing, University of Birmingham, UK) combines marketing theory and practice into a consumer-centric approach, demonstrating that understanding of the consumer is critical to the future of effective marketing. Drawing on cutting edge developments in the literature, she reconceptualizes how consumers respond and act in the marketplace with particular… See more details below

Overview

Szmigin (marketing, University of Birmingham, UK) combines marketing theory and practice into a consumer-centric approach, demonstrating that understanding of the consumer is critical to the future of effective marketing. Drawing on cutting edge developments in the literature, she reconceptualizes how consumers respond and act in the marketplace with particular attention to relationships with suppliers, products, and brands and to the complexity and unpredictability of consumption behavior. The audience for the book includes advanced undergraduates and postgraduates in marketing. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780761947011
Publisher:
SAGE Publications
Publication date:
04/03/2003
Edition description:
New Edition
Pages:
202
Product dimensions:
6.42(w) x 9.18(h) x 0.47(d)

Related Subjects

Table of Contents

Acknowledgements
Introduction1
1The Consumer-oriented Approach to Marketing9
2New Products and their Meanings29
3Paradoxes of Meaning40
4Whose Marketplace is it Anyway?62
5Innovation and the Creative Consumer82
6Revisiting the Time of Adoption and Resistance101
7When Innovation Becomes Creativity121
8Conspicuous Consumption, Downshifting and Reconsumption133
9Production and Consumption151
10Conclusion180
Bibliography188
Index198

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