{"product_id":"understanding-the-consumer-9780761947011","title":"Understanding the Consumer","description":"\u003cp\u003e • Author(s): Isabelle Szmigin\u003cbr\u003e • Publisher: Sage Publications Ltd\u003cbr\u003e • Publisher Imprint: Sage Publications Ltd\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003eUnderstanding 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.\u003c\/p\u003e","brand":"Sage Publications Ltd","offers":[{"title":"Paperback","offer_id":46897451008151,"sku":"9780761947011","price":13248.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780761947011.webp?v=1770362799","url":"https:\/\/atlanticbooks.com\/products\/understanding-the-consumer-9780761947011","provider":"Atlantic Books","version":"1.0","type":"link"}