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Understanding the Consumer by Isabelle Szmigin

Understanding the Consumer

by Isabelle Szmigin
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Book cover type: Paperback
  • ISBN13: 9780761947011
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications Ltd
  • Publisher Imprint: Sage Publications Ltd
  • Publication Date:
  • Pages: 202
  • Original Price: USD 130.0
  • Language: English
  • Edition: First Edition
  • Item Weight: 323 grams
  • BISAC Subject(s): Marketing / General

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.

Szmigin, Isabelle: - Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing

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