Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook (Methodology Series; 18) Book PDF, ePub eBook

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Book Descriptions:
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.

Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook (Methodology Series; 18) by John F. Sherry

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