Understanding the Consumer

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SAGE, Apr 3, 2003 - Business & Economics - 202 pages
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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 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.

The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It 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 its arguments.

  

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Contents

The Consumeroriented Approach to Marketing
9
New Products and their Meanings
29
Paradoxes of Meaning
40
Whose Marketplace is it Anyway?
62
Innovation and the Creative Consumer
82
Revisiting the Time of Adoption and Resistance
101
When Innovation Becomes Creativity
121
Conspicuous Consumption Downshifting
133
Production and Consumption
151
Conclusion
180
Bibliography
188
Index
198
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`Understanding the consumer'. By Isabelle Szmigin. Sage ...
‘Understanding the consumer’. by Isabelle Szmigin. Sage Publications, London, UK; 2003; ISBN 0 7619 4701 9; 202 pages;. £21.99; paperback ...
doi.wiley.com/ 10.1002/ cb.167

Understanding the Consumer | Australasian Marketing Journal | Find ...
Understanding the Consumer from Australasian Marketing Journal in Business provided free by Find Articles.
findarticles.com/ p/ articles/ mi_qa5526/ is_200501/ ai_n21380899

Isabelle Szmigin
Her book Understanding the Consumer examines the complexity and unpredictability of .... Szmigin, I. (2003) Understanding the Consumer , London: Sage ...
www.business.bham.ac.uk/ staff/ szmigini.shtml

Journal of Consumer Culture
Isabelle Szmigin, Understanding the Consumer. London: Sage, 2003. 202 pp. ISBN 0–7619–4700–9. Reviewed by Hans Dagevos. LEI–Wageningen University ...
joc.sagepub.com/ cgi/ reprint/ 4/ 2/ 279.pdf

CSE :: 기업가정신연구센터
Understanding the consumer. 저자, "Szmigin, Isabelle" ... 3633, Understanding the consumer, "Szmigin, Isabelle", Sage Publications ...
entrepreneurship.kaist.ac.kr/ active/ books.php?idx=3633& page=114& key=& keyword=

Lojalni.pl » 2008 » styczeń
„Understanding the consumer” (2003). Autorka jest wykładowcą marketingu na ... „Understanding the consumer” to dziesięć rozdziałów, skoncentrowanych na ...
www.lojalni.pl/ 2008/ 01/

:: esmas compras
Understanding the Consumer (Understanding the Consumer Libros Ingles Mathematics General Sage Publications) N/A Sage Publications ...
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About the author (2003)

Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing

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