Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook (Paperback)

by John F. Sherry

Format: Paperback 482 pages

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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.

Book details

Published
02/05/1995

Publisher
SAGE Publications Inc

ISBN
9780803957534


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