The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.



Consumerism refers to the shift of power away from producers and towards consumers.

Consumerism has been a feature of marketing since the 1950s, when consumer organisations began to come into being: in the UK, the Consumer Association is the biggest organisation that campaigns on behalf of consumers: the organisation publishes the magazine Which?, containing member-generated reports on consumer goods, and the CA also acts as a lobbying and pressure group regarding legislation. In the United States, Ralph Nader's exposure of dangerous features of cars gave a strong impetus to the consumer safety movement, eventually resulting in extremely stringent product liability laws.

Consumer organisations have proliferated in recent years, with specialist groups (such as the Timeshare Consumers' Association) dealing with specific products or parts of the market. ...

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