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Contemporary Marketing and Consumer Behavior
John F. Sherry
出版SAGE, 1995-05-02
主題Business & Economics / Consumer BehaviorBusiness & Economics / ManagementBusiness & Economics / Marketing / GeneralBusiness & Economics / Marketing / ResearchBusiness & Economics / Sales & Selling / General
ISBN080395753X9780803957534
URLhttp://books.google.com.hk/books?id=Bo45DQAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.