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Publication series :1
Publisher: Sage Publications Ltd
Publication year: 2003
E-ISBN: 9781412933568
P-ISBN(Paperback): 9780761947011
Subject: F7 Trade Economy;F713.3 merchandising
Keyword: 贸易经济
Language: ENG
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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; and 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.