Non-Fiction Books:

Contemporary Marketing and Consumer Behavior

An Anthropological Sourcebook



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Contemporary Marketing and Consumer Behavior by John F. Sherry
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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.
Release date NZ
May 2nd, 1995
Country of Publication
United States
SAGE Publications Inc
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