Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook

ISBN-13: 9780803957527 / Angielski / Twarda / 1995 / 482 str.

Sherry, John F.

Opis

This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.