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Contemporary Marketing and Consumer Behavior by John F. Sherry
Contemporary Marketing and Consumer Behavior by John F. Sherry
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Contemporary Marketing and Consumer Behavior

An Anthropological Sourcebook
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Description

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
June 12th, 1995
Audience
  • Professional & Vocational
Pages
482
Dimensions
152x229x28
ISBN-13
9780803957534
Product ID
2067375

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