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Understanding the Consumer Isabelle Szmigin
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Understanding the Consumer
Isabelle Szmigin
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.
202 pages, Illustrations
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | March 12, 2003 |
| ISBN13 | 9780761947011 |
| Publishers | SAGE Publications Inc |
| Pages | 202 |
| Dimensions | 156 × 234 × 13 mm · 340 g |
| Language | English |
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