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024663
Shmigin, Izabel` (Szmigin, Isabelle) Filosofiia Potrebleniia
Poterbitel`, Proizvodstvo, Marketing
[ Filosofiia Potrebleniia : Poterbitel`, Proizvodstvo, Marketing]
Understanding the Consumer
Transl. from English
Khar`kov: Gumanitarnyi Tsentr, 2009
304 p
pbk. 14 x 21 cm
ISBN: 9789668324567
Language: RussianThe author of this book focuses on the complexity and unpredictability of consumer behavior in the 21st century. The main topics covered are: The relationships between consumers and producers and products; Ways consumer express creativity and innovation in the consumption process; Main reasons for consumer resistance to and rejection of innovations. The book is a synthesis of knowledge from marketing, sociology, philosophy, and economics. Readers need no specific marketing background to appreciate it.
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