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Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook

by John, Jr. Sherry
Save 30% Save 30%
Current price ₹9,703.00
Original price ₹13,861.00
Original price ₹13,861.00
Original price ₹13,861.00
(-30%)
₹9,703.00
Current price ₹9,703.00

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Book cover type: Paperback
  • ISBN13: 9780803957534
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications
  • Publisher Imprint: Sage Publications
  • Publication Date:
  • Pages: 482
  • Original Price: USD 156.0
  • Language: English
  • Edition: N/A
  • Item Weight: 731 grams
  • BISAC Subject(s): Marketing / Research

This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.

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