Contact us on (02) 8445 2300
For all customer service and order enquiries

Woodslane Online Catalogues

9780761947004 Academic Inspection Copy

Understanding the Consumer

  • ISBN-13: 9780761947004
  • Publisher: SAGE PUBLICATIONS INC
    Imprint: SAGE PUBLICATIONS INC
  • By Isabelle Szmigin
  • Price: AUD $444.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 11/03/2003
  • Format: Hardback (234.00mm X 156.00mm) 202 pages Weight: 460g
  • Categories: Market research [KJSM]
Description
Author
Biography
Table of
Contents
Reviews
Google
Preview
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 reconceptualises how consumers respond and act in the market place 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.
Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing
Introduction The Consumer-Oriented Approach to Marketing New Products and Their Meanings Paradoxes of Meaning Whose Marketplace Is It Anyway? Innovation and the Creative Consumer Revisiting the Time of Adoption and Resistance When Innovation Becomes Creativity Conspicuous Consumption, Downshifting Reconsumption Production and Consumption Conclusion
Google Preview content