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Understanding the consumerSzmigin, IsabelleUnderstanding the consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid tothis 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 reconceptualizes how consumers respond and act in the marketplace 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.Vrsta gradiva - knjigaZaložništvo in izdelava - London [etc.] : SAGE, 2003Jezik - angleškiISBN - 0-7619-4701-9; 0-7619-4700-0COBISS.SI-ID - 20939238
Avtor
Szmigin, Isabelle
Teme
Consumer behavior |
Consumentengedrag |
Marketing |
Verbraucher |
Verbraucherforschung |
trženje |
potrošnik |
vedenje potrošnikov |
odnosi s strankami |
lojalnost |
zadovoljstvo |
novi proizvodi |
inovacije |
ustvarjalnost |
potrošnja |
marketing |
consumer |
consumer behaviour |
customer relationship |
loyalty |
satisfaction |
new products |
innovations |
creativeness |
consumption |
consumption
Signatura – lokacija, inventarna št. ... |
Status izvoda | Rezervacija |
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Knjižnica Novo mesto 658.8 SZMIGIN, I. Understanding... IN: 000011139 Knjižnica Novo mesto 658.8 SZMIGIN, I. Understanding... IN: 000011139 |
prosto - na dom, čas izposoje: 14 del. dni
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Knjižnica Nova Gorica 658.8 SZMIGIN, I. Understanding... IN: 000011219 Knjižnica Nova Gorica 658.8 SZMIGIN, I. Understanding... IN: 000011219 |
prosto - na dom, čas izposoje: 14 del. dni
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Szmigin, Isabelle |
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