Understanding the consumer [electronic resource] / Isabelle Szmigin.

Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It 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

Online Access:	Full Text (via SAGE)
Main Author:	Szmigin, Isabelle
Format:	Electronic eBook
Language:	English
Published:	London ; Thousand Oaks : Sage Publications, 2003.
Subjects:	Consumer behavior.