Understanding the consumer
Szmigin, Isabelle.
Understanding the consumer [electronic resource] / Isabelle Szmigin. - London : SAGE, c2003. - 1 online resource (vi, 202 p.)
Includes bibliographical references 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.
9781446216156 (ebook) : No price
Consumer behavior.
Electronic books.
HF5415.32 / .S95 2003
658.8342
Understanding the consumer [electronic resource] / Isabelle Szmigin. - London : SAGE, c2003. - 1 online resource (vi, 202 p.)
Includes bibliographical references 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.
9781446216156 (ebook) : No price
Consumer behavior.
Electronic books.
HF5415.32 / .S95 2003
658.8342