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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.

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.