Understanding the consumer
Szmigin, I.
Understanding the consumer - New Delhi Response Books 2003 - 202p.
Conceptualises how consumers respond and act in the marketplace 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. Challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice.
81-7829-332-3
Consumer Satisfaction|Marketing|Economics|Creativeness
REF HB 820 .S96 2003
Understanding the consumer - New Delhi Response Books 2003 - 202p.
Conceptualises how consumers respond and act in the marketplace 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. Challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice.
81-7829-332-3
Consumer Satisfaction|Marketing|Economics|Creativeness
REF HB 820 .S96 2003