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008			150210s9999 xx 000 0 und d
020			_a8178293323
082			_bSZM _a658.8342
100			_aSzmigin, Isabelle _919415
245			_aUnderstanding The Consumer _cSZMIGIN, ISABELLE
260			_bResponse Books _aNew Delhi _c2003
300			_a202
505			_aIntroduction 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
520			_aUnderstanding 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.
650			_aCONSUMER BEHAVIOUR _919416
942			_2ddc _cBK
999			_c39583 _d39583