Contemporary Marketing and Consumer Behavior An Anthropological Sourcebook [Paperback]

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.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 - Sidney J Levy
Introduction - John F Sherry Jr
PART ONE: ORIENTATION
Marketing and Consumer Behavior - John F Sherry Jr
Into the Field
PART TWO: APPREHENDING THE PRODUCT: ARTIFACTUAL DIMENSIONS OF CONSUMER BEHAVIOR
Active Ingredients - Dan Rose
Consumer Behavior Reflected in Discards - MasaKazu Tani and William L Rathje
A Case Study of Dry-Cell Batteries
PART THREE: MANAGING CHANNEL RELATIONS AND ORGANIZATIONAL CHANGE: INTERNATIONAL AND INTERFUNCTIONAL ASPECTS
West African Marketing Channels - Eric J Arnould
Environmental Duress, Relationship Management, and Implications for Western Marketing
Anthropology and Total Quality Management - Richard H Reeves-l£%