The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book dev

An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing

Scholarly and extensively footnoted, the book is meant to be used as a sourcebook for anthropological research. . . . The book′s primary audience should be ma

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value c

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs