Advances in consumer marketing
著者
書誌事項
Advances in consumer marketing
（The Cranfield management research series）
Kogan Page, 1994
- : pbk
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内容説明・目次
内容説明
Advances presents managers with a clearer perspective on the complex and challenging task of consumer marketing. With contributions from leading experts in the field the book focuses on the interaction between the four main elements in consumer marketing: the consumer, the brand, the manufacturer and the retailer. Grouped into three sections the first part of this book, Understanding Consumer Perceptions of Brands and the Purchasing Environment, presents research that focuses on the consumer's view of the world. The second section focuses on the managerial application of branding within the marketing environment, such as developing brand-building strategies and managing product recall. The final part of the book explores a number of areas which have recently surfaced in consumer marketing, such as how creativity can be harnessed to optimise the marketing management process and the importance of market definition in effective marketing.
With a broad range of topics covering the latest thinking on all aspects of consumer marketing individual articles address the specific concerns of: consumer perceptions of retail locations* buyer behaviour and merchandising* brand pricing in a recession* product recall* brand building and market research, and how managers make sense of consumer markets.
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