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Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook [Paperback]

John F. Sherry

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Book Description

May 2 1995 Methodology Series; 18
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.

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1 of 1 people found the following review helpful
5.0 out of 5 stars Still a very useful and important book April 23 2006
By Richard R. Wilk - Published on Amazon.com
Format:Paperback
Though it is almost ten years old now,this is still one of the most exciting books in consumer research and marketing. It brings together a wide variety of cultural analyses of goods and consumption, showcasing methods and theories which will be useful to anyone interested in why people buy the things they do.

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