Summary
Contents
Subject index
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.
Production and Consumption
Production and Consumption
To become good consumers we need to know more about how products are produced and what tax the manufacturing process levies on the planet, as well as about the health, safety, and environmental impacts of a product and its true long-term costs. (Schor, 1998: 155)
Introduction
The role of consumption and its relationship to production are undergoing fundamental change. A range of political, economic and social drivers is shifting the perspective of both consumer and supplier. The exercise of choice by consumers increasingly involves a range of considerations that go well beyond value for money and include environmental, ethical and social dimensions. As a consequence, twenty-first-century marketers face a growing number of issues that will require addressing; they can no longer maintain ...
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