Exotic Visions in Marketing Theory and Practice
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| Издатель | | Rebound by Sagebrush |
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Содержание:
Connecting with consumer needs, Staying consumer focused, Building an internet mega-brand, Making sure the consumer has a seat at the table, Building a powerful marketing engine, How brands and marketing are evolving together, Marlboro Friday: branding a product, Providing choice, Turning a brand into a national pastime
Описание:
An anthropologist, folklorist, and literary critic besides being a marketing professor, Alf H. Walle takes a refreshingly interdisciplinary look at an unexpected topic: the relation of modern social thought to marketing and consumer research. Tracing keyideas back to their intellectual roots, Walle shows how the evolution of social theory, and the controversies it has engendered can and should transform the way marketers approach consumers. He provides a theoretic underpinning for qualitative consumer research and provides the theoretical and methodological overview for qualitative methods in marketing/consumer research that others, such as Shelby Hunt have provided for scientific methods in marketing.Похожие книги
