Understanding the consumer /
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.
| Hlavní autor: | |
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| Médium: | Licensed eBooks |
| Jazyk: | angličtina |
| Vydáno: |
London ; Thousand Oaks :
Sage Publications,
2003.
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| On-line přístup: | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=251793 |
Obsah:
- Cover; Contents; Acknowledgements; Introduction; Chapter 1
- The Consumer-oriented Approach to Marketing; Chapter 2
- New Products and their Meanings; Chapter 3
- Paradoxes of Meaning; Chapter 4
- Whose Marketplace is it Anyway?; Chapter 5
- Innovation and the Creative Consumer; Chapter 6
- Revisiting the Time of Adoption and Resistance; Chapter 7
- When Innovation becomes Creativity; Chapter 8
- Conspicuous Consumption, Downshifting and Reconsumption; Chapter 9
- Production and Consumption; Chapter 10
- Conclusion; Bibliography; Index.