TY  - BOOK
AU  - Szmigin, Isabelle
TI  - Understanding The Consumer
SN  - 8178293323
U1  - 658.8342 
PY  - 2003///
CY  - New Delhi
PB  - Response Books
KW  - CONSUMER BEHAVIOUR
N1  - 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
N2  - 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
ER  -