Pursuing customers : an ethnography of marketing activities
Author(s)
Bibliographic Information
Pursuing customers : an ethnography of marketing activities
（Sage library of social research, v. 171）
Sage Publications, c1989
- : hbk
- : pbk
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Note
Includes bibliographical references
Description and Table of Contents
Description
The accounts of owners, sales administrators, marketing personnel and sales representatives are used to describe the basics of modern business practices in Pursuing Customers. The author focuses on the processes by which a business prepares for its customers from set up and management to purchasing goods, pricing, advertising and display. Each step in the process is brought alive with commentary by its participants - from shoe salesperson to department store manager. Business is described as an arena where participants construct a world of enticement, competition, strategy and negotiation.
Table of Contents
Marketing is - Socially Constructed Activity
Setting Up Business
Doing Management
Purchasing Products
Setting Prices
Using the Media
Working the Field
Exhibiting Products
In Perspective
by "Nielsen BookData"