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- Contemporary Marketing and Consumer Behavior
Contemporary Marketing and Consumer Behavior
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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.
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