Business & Economics Books:

Understanding the Consumer



Customer rating

Click to share your rating 0 ratings (0.0/5.0 average) Thanks for your vote!

Share this product

Understanding the Consumer by Isabelle Szmigin
In stock with supplier

The item is brand new and in-stock in with one of our preferred suppliers. The item will ship from the Mighty Ape warehouse within the timeframe shown below.

Usually ships within 8-12 days


Delivering to:

Estimated arrival:

  • Around 5-10 April using standard courier delivery


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 reconceptualises how consumers respond and act in the market place 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.

Author Biography

Isabelle Szmigin has published in a wide range of academic journals including Psychology and Marketing
Release date NZ
March 12th, 2003
Country of Publication
United States
SAGE Publications Inc
Product ID

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here

Help & options

  • If you think we've made a mistake or omitted details, please send us your feedback. Send Feedback
  • If you have a question or problem with this product, visit our Help section. Get Help
  • Seen a lower price for this product elsewhere? We'll do our best to beat it. Request a better price
Filed under...

Buy this and earn 607 Banana Points