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Contemporary Marketing and Consumer Behavior
An Anthropological Sourcebook
- John F. Sherry - University of Notre Dame, Australia
Other Titles in:
Marketing (General)
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
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
PART THREE: MANAGING CHANNEL RELATIONS AND ORGANIZATIONAL CHANGE: INTERNATIONAL AND INTERFUNCTIONAL ASPECTS
Eric J Arnould
West African Marketing Channels
Richard H Reeves-Ellington
Anthropology and Total Quality Management
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
Gerald Zaltman
Amidword
PART FIVE: COMMUNICATING THROUGH ADVERTISEMENTS: CONSIDERATION OF THE CRAFT
John McCreery
Malinowski, Magic and Advertising
Rita Denny
Speaking to Customers
PART SIX: BEING IN THE MARKETPLACE: EXPERIENTIAL CONSUMPTION
Carole Duhaime, Annamma Joy and Christopher Ross
Learning to `See'
John F Sherry Jr, Mary Ann McGrath and Sidney J Levy
Monadic Giving
PART SEVEN: CONCLUSION
John F Sherry Jr
Anthropology of Marketing and Consumption
William D Wells
Afterword