Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook (Paperback)John F. Sherry, Jr. (author)
Paperback 482 Pages / Published: 12/06/1995
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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.
Publisher: SAGE Publications Inc
Number of pages: 482
Weight: 733 g
Dimensions: 229 x 152 x 28 mm
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