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Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook

Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook

Hardcover

Marketing

ISBN10: 0803957521
ISBN13: 9780803957527
Publisher: Sage Publications, Inc
Published: May 2 1995
Pages: 482
Weight: 1.80
Height: 1.30 Width: 6.10 Depth: 8.90
Language: English
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.

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Sherry, John F.

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Marketing