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Description
Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to:
- relationships with suppliers, products and brands
- their innovative, creative and resistant behaviour
- the complexity and unpredictability of their consumption behaviour
- their increasing need to get closer to production.
The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
Contents
Introduction
Introduction
The Consumer-Oriented Approach to Marketing
The Consumer-Oriented Approach to Marketing
New Products and Their Meanings
New Products and Their Meanings
Paradoxes of Meaning
Paradoxes of Meaning
Whose Marketplace Is It Anyway?
Whose Marketplace Is It Anyway?
Innovation and the Creative Consumer
Innovation and the Creative Consumer
Revisiting the Time of Adoption and Resistance
Revisiting the Time of Adoption and Resistance
When Innovation Becomes Creativity
When Innovation Becomes Creativity
Conspicuous Consumption, Downshifting Reconsumption
Conspicuous Consumption, Downshifting Reconsumption
Production and Consumption
Production and Consumption
Conclusion
Conclusion
Description
Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to:
- relationships with suppliers, products and brands
- their innovative, creative and resistant behaviour
- the complexity and unpredictability of their consumption behaviour
- their increasing need to get closer to production.
The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
Contents
Introduction
Introduction
The Consumer-Oriented Approach to Marketing
The Consumer-Oriented Approach to Marketing
New Products and Their Meanings
New Products and Their Meanings
Paradoxes of Meaning
Paradoxes of Meaning
Whose Marketplace Is It Anyway?
Whose Marketplace Is It Anyway?
Innovation and the Creative Consumer
Innovation and the Creative Consumer
Revisiting the Time of Adoption and Resistance
Revisiting the Time of Adoption and Resistance
When Innovation Becomes Creativity
When Innovation Becomes Creativity
Conspicuous Consumption, Downshifting Reconsumption
Conspicuous Consumption, Downshifting Reconsumption
Production and Consumption
Production and Consumption
Conclusion
Conclusion
Reviews
April 2003 | 202 pages | Sage UK
| Format | Published Date | ISBN | Price |
|---|---|---|---|
| Hardcover | 31/03/2026 | 9780761947004 | $257.00 |
| Paperback | 31/03/2026 | 9780761947011 | $130.00 |
| 180 Day Ebook | 28/03/2023 | 9781446237380 | $77.00 |
| Lifetime | 28/03/2023 | 9781446237380 | $111.00 |
Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to:
- relationships with suppliers, products and brands
- their innovative, creative and resistant behaviour
- the complexity and unpredictability of their consumption behaviour
- their increasing need to get closer to production.
The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
Table Of Contents:
- Introduction
- The Consumer-Oriented Approach to Marketing
- New Products and Their Meanings
- Paradoxes of Meaning
- Whose Marketplace Is It Anyway?
- Innovation and the Creative Consumer
- Revisiting the Time of Adoption and Resistance
- When Innovation Becomes Creativity
- Conspicuous Consumption, Downshifting Reconsumption
- Production and Consumption
- Conclusion