Contemporary Marketing and Consumer Behavior
An Anthropological Sourcebook
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.
- ISBN 13 : 1452247145
- ISBN 10 : 9781452247144
- Judul : Contemporary Marketing and Consumer Behavior
- Sub Judul : An Anthropological Sourcebook
- Pengarang : John F. Sherry,
- Kategori : Business & Economics
- Penerbit : Sage Publications
- Bahasa : en
- Tahun : 1995
- Halaman : 482
- Halaman : 482
- Google Book : https://play.google.com/store/books/details?id=zwp1AwAAQBAJ&source=gbs_api
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Ketersediaan :
PART FOUR Hearing the Customer's Voice(s) Contextual Grounding of
Marketplace Behavior In this part, we revisit a central premise of the volume, to
reinforce and extend our belief that consumption is shaped and reflected by
culture.