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Contemporary Marketing and Consumer Behavior
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Contemporary Marketing and Consumer Behavior
An Anthropological Sourcebook


Other Titles in:
Marketing (General)

June 1995 | 482 pages | SAGE Publications, Inc
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.
Sidney J Levy
Foreword
John F Sherry Jr
Introduction
 
PART ONE: ORIENTATION
John F Sherry Jr
Marketing and Consumer Behavior
Into the Field

 
 
PART TWO: APPREHENDING THE PRODUCT: ARTIFACTUAL DIMENSIONS OF CONSUMER BEHAVIOR
Dan Rose
Active Ingredients
MasaKazu Tani and William L Rathje
Consumer Behavior Reflected in Discards
A Case Study of Dry-Cell Batteries

 
 
PART THREE: MANAGING CHANNEL RELATIONS AND ORGANIZATIONAL CHANGE: INTERNATIONAL AND INTERFUNCTIONAL ASPECTS
Eric J Arnould
West African Marketing Channels
Environmental Duress, Relationship Management, and Implications for Western Marketing

 
Richard H Reeves-Ellington
Anthropology and Total Quality Management
Improving Sales Force Performance in Overseas Markets

 
 
PART FOUR: HEARING THE CUSTOMER'S VOICE(S): CONTEXTUAL GROUNDING OF MARKETPLACE BEHAVIOR
Janeen Arnold Costa
The Social Organization of Consumer Behavior
Barbara Olsen
Brand Loyalty and Consumption Patterns
The Lineage Factor

 
Gerald Zaltman
Amidword
Anthropology, Metaphors, and Cognitive Peripheral Vision

 
 
PART FIVE: COMMUNICATING THROUGH ADVERTISEMENTS: CONSIDERATION OF THE CRAFT
John McCreery
Malinowski, Magic and Advertising
On Choosing Metaphors

 
Rita Denny
Speaking to Customers
The Anthropology of Communications

 
 
PART SIX: BEING IN THE MARKETPLACE: EXPERIENTIAL CONSUMPTION
Carole Duhaime, Annamma Joy and Christopher Ross
Learning to `See'
A Folk Phenomenology of the Consumption of Contemporary Canadian Art

 
John F Sherry Jr, Mary Ann McGrath and Sidney J Levy
Monadic Giving
Anatomy of Gifts Given to the Self

 
 
PART SEVEN: CONCLUSION
John F Sherry Jr
Anthropology of Marketing and Consumption
Retrospect and Prospect

 
William D Wells
Afterword

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