Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook (Methodology Series; 18)

ISBN: 9780803957534
Publisher: SAGE Publications, Inc
Edition: 1
Publication Date: 1995-05-02
Number of pages: 482
  • $17.98

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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.

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