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Contemporary Marketing and Consumer Behavior : An Anthropological Sourcebook - John Jr. Sherry

Contemporary Marketing and Consumer Behavior

An Anthropological Sourcebook

By: John Jr. Sherry (Editor)

Paperback Published: 1st June 1995
ISBN: 9780803957534
Number Of Pages: 482

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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.

Foreword
Introduction
Orientation
Marketing and Consumer Behavior
Into the Field
Apprehending the Product: Artifactual Dimensions of Consumer Behavior
Active Ingredients
Consumer Behavior Reflected in Discards
A Case Study of Dry-Cell Batteries
Managing Channel Relations and Organizational Change: International and Interfunctional Aspects
West African Marketing Channels
Environmental Duress, Relationship Management, and Implications for Western Marketing
Anthropology and Total Quality Management
Improving Sales Force Performance in Overseas Markets
Hearing the Customer's Voice(s): Contextual Grounding of Marketplace Behavior
The Social Organization of Consumer Behavior
Brand Loyalty and Consumption Patterns
The Lineage Factor
Amidword
Anthropology, Metaphors, and Cognitive Peripheral Vision
Communicating Through Advertisements: Consideration of the Craft
Malinowski, Magic and Advertising
On Choosing Metaphors
Speaking to Customers
The Anthropology of Communications
Being in the Marketplace: Experiential Consumption
Learning to 'See'
A Folk Phenomenology of the Consumption of Contemporary Canadian Art
Monadic Giving
Anatomy of Gifts Given to the Self
Conclusion
Anthropology of Marketing and Consumption
Retrospect and Prospect
Afterword
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780803957534
ISBN-10: 080395753X
Series: Methodology Series; 18
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 482
Published: 1st June 1995
Country of Publication: US
Dimensions (cm): 23.5 x 15.88  x 3.18
Weight (kg): 0.68

Earn 242 Qantas Points
on this Book