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.
When Innovation becomes Creativity
When Innovation becomes Creativity
‘What's new?’ is an interesting and broadening eternal question, but one which, if pursued exclusively, results only in an endless parade of trivia and fashion, the silt of tomorrow. I would like, instead, to be concerned with the question ‘What is best?’ (Prisig, 1976: 8)
Introduction
Having spent some time studying the nature of innovations and consumer responses to them, their acceptance, diffusion over time and resistance, we will now take a more detailed look at consumers and their part in this process. The individual consumer has been studied in relation to their behaviour and whether or not this behaviour might be described as ‘innovative’. This in turn has been considered both in terms of what implications there may be ...
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