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.

Innovation and the Creative Consumer

Innovation and the creative consumer

The period of newness is, in a sense, the sublime period of the object and may, in certain cases, attain the intensity, if not the quality, of the emotion of love. (Baudrillard, 1998: 113)


Innovation and how producers and suppliers engage with consumers in the process of innovation are central to the challenge to marketing theory and practice in postmodern societies. The following chapters will argue that there has been a fundamental shift in the meaning of innovation as consumers are no longer only focused on the functional attributes of new products but on other aspects of value as already discussed. Innovation is a relationship issue. To be successful, innovating suppliers need to forge relationships with appropriate ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles