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Contemporary Marketing and Consumer Behavior

An Anthropological Sourcebook

Contemporary Marketing and Consumer Behavior by John F. Sherry
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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.
SAGE Publications; May 1995
501 pages; ISBN 9781452247144
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Title: Contemporary Marketing and Consumer Behavior
Author: John F. Sherry