Understanding the consumer / Isabelle Szmigin.
Material type:
TextPublication details: London : SAGE, 2003Description: vi, 202 p. ; 24 cmISBN: 9780761947011 (pbk.) :; 0761947019 (pbk.) :; 9780761947004 (hbk.) :; 0761947000 (hbk.) :Subject(s): Consumer behaviorDDC classification: 658.8'342 Summary: Uniting marketing theory and practice in a consumer-centric approach, this book 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.
| Item type | Current library | Home library | Shelving location | Class number | Status | Date due | Barcode | Item reservations | |
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Book
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.8342 SZM (Browse shelf(Opens below)) | Available | 06249566 |
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Includes bibliographical references (p. 188-197) and index.
Uniting marketing theory and practice in a consumer-centric approach, this book 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.
Specialized.
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