Description: Understanding the Consumer, Paperback by Szmigin, Isabelle, ISBN 0761947019, ISBN-13 9780761947011, Like New Used, Free shipping in the US Szmigin (marketing, University of Birmingham, UK) combines marketing theory and practice into a consumer-centric approach, demonstrating that understanding of the consumer is critical to the future of effective marketing. Drawing on cutting edge developments in the literature, she reconceptualizes how consumers respond and act in the marketplace with particular attention to relationships with suppliers, products, and brands and to the complexity and unpredictability of consumption behavior. The audience for th includes advanced undergraduates and postgraduates in marketing. Annotation ©2004 Book News, Inc., Portland, OR ()
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Book Title: Understanding the Consumer
Number of Pages: 202 Pages
Publication Name: Understanding the Consumer
Language: English
Publisher: SAGE Publications, The Limited
Publication Year: 2003
Item Height: 0.5 in
Subject: Marketing / General, Consumer Behavior
Type: Textbook
Item Weight: 12 Oz
Subject Area: Business & Economics
Item Length: 9 in
Author: Isabelle Szmigin
Item Width: 6.1 in
Format: Trade Paperback
