Understanding the consumer
Material type:
TextPublication details: New Delhi Response Books 2003Description: 202pISBN: - 81-7829-332-3
- REF HB 820 .S96 2003
| Item type | Current library | Call number | Status | Date due | Barcode | |
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Book
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | REF HB 820 .S96 2003 (Browse shelf(Opens below)) | Available | 12151 | ||
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Book
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | REF HB 820 .S96 2003 (Browse shelf(Opens below)) | Available | 12150 |
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| REF HB 615 .D69 2006 Mentoring entrepreneurs: shared wisdom from experience | Ref HB 615 .H65 2005 Entrepreneurship: new venture creation | Ref HB 615 .H65 2005 Entrepreneurship: new venture creation | REF HB 820 .S96 2003 Understanding the consumer | REF HB 820 .S96 2003 Understanding the consumer | Ref HB 881 .C27 2004 Kenya demographic and health survey 2003 | Ref HB 881 .C27 2004 Kenya demographic and health survey 2003 |
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.
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