Understanding the Consumer

by Isabelle Szmigin

Book Overview

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 fundamental understanding of the consumer is critical to the future of effective marketing.

Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention...

• Format: Paperback
• Language: English
• ISBN: 0761947019
• ISBN13: 9780761947011
• Release Date: April 2003
• Publisher: Sage Publications Ltd
• Length: 202 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 6.4" x 9.2"