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Understanding the Consumer
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Understanding the Consumer

First Edition

Other Titles in:
Marketing

September 2003 | 208 pages | SAGE Response
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 thorough understanding of the consumer is critical for effective marketing. It also analyzes how in all the marketing hype the consumer-centric approach is often lost to other gimmicks.

Isabelle Szmigin draws from the most recent analysis in marketing literature and explains how consumers respond and act in the market with particular attention to:

- relationships with suppliers, products and brands

- their innovative, creative and resistant behaviour

- the complexity and unpredictability of their consumption behaviour

- their increasing need to get closer to production

This book bridges the gap between the theoretical discussion of issues in advanced marketing theory and the conventional textbook. The author combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines, including sociology and economics, to support her arguments.

Introduction

 
The Consumer-Oriented Approach to Marketing

 
New Products and their Meanings

 
Paradoxes of Meaning

 
Whose Marketplace is it Anyway?

 
Innovation and the Creative Consumer

 
Revisiting the Time of Adoption and Resistance

 
When Innovation Becomes Creativity

 
Conspicuous Consumption, Downshifting and Reconsumption

 
Production and Consumption

 
Conclusion

 
Bibliography

 
Index

 

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Isabelle Szmigin

Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing More About Author

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ISBN: 9788178293325
₹575.00