Understanding the Consumer

By Isabelle Szmigin

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 0761947019
• ISBN13: 9780761947011
• Release Date: April 2003
• Publisher: Sage Publications Ltd
• Length: 202 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 6.4" x 9.2"