Understanding the consumer /

Uniting marketing theory and practice in a consumer-centric approach, this book challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing.

Bibliographic Details

Main Author:	Szmigin, Isabelle
Corporate Author:	Sage Publications
Format:	eBook
Language:	English
Published:	London : SAGE, c2003.
Subjects:	Consumer behavior. Electronic books.
Online Access:	Connect to the full text of this electronic book