Shopping Cart
0 Item in Cart

Understanding the Consumer
Click for related books: Isabelle Szmigin

Rating  
(80 Ratings)

Retail Price: 450.00/-
Price: 405.00/-
Inclusive all taxes
10.00% OFF
Sold By: Machwan

Offer 1: Get 10.00% + Flat ₹ 50 discount on shopping of ₹ 1500
                use code:
MPSTK50

Offer 2: Get 10.00% + Flat ₹ 150 discount on shopping of
                ₹ 5000 use code:
MPSTK150

Free Shipping (for orders above ₹ 499)  *T&C apply.

Out of Stock Click For New Edition



Description

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.

More Details About Understanding the Consumer
General Information
Author(s)Isabelle Szmigin
PublisherSAGE Publications India Pvt Ltd
ISBN9788178293325
Pages208
BindingPaperback
LanguageEnglish
Publish YearSeptember 2003
Reviews of Understanding the Consumer
Average Rating

Write A Review

TOP REVIEWS


Top Reviews lists the most relevant product reviews only.


RECENT TOP REVIEWS