Understanding the Consumer

Understanding the Consumer

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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.Expectations of credit card use were based on consumers wanting credit and being prepared to pay for it, many of course did, ... Lloyds introduced a Ap12 annual fee to its three million card holders in February 1990 in return for lower interest rates on outstanding balances. ... This may, at least in part, have been due to the novelty for customers of having easy access to goods; previously they would haveanbsp;...

Title:Understanding the Consumer
Author:Isabelle Szmigin
Publisher:SAGE - 2003-04-03


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