Understanding the Consumer

Szmigin (marketing, University of Birmingham, UK) combines marketing theory and practice into a consumer-centric approach, demonstrating that understanding of the consumer is critical to the future of effective marketing. Drawing on cutting edge developments in the literature, she reconceptualizes how consumers respond and act in the marketplace with particular attention to relationships with suppliers, products, and brands and to the complexity and unpredictability of consumption behavior. The audience for the book includes advanced undergraduates and postgraduates in marketing. Annotation ©2004 Book News, Inc., Portland, OR