Description

Book Synopsis
The book highlights research undertaken by marketers, social researchers and anthropologists who have an interest in this field. Anti consumption is of relevance to practitioners and academics as it is important to understand consumer trends and values. The book has a particular relevance to professionals employed in marketing, retail and associated industries, who need to consider anti consumption as an influence on their target markets. The study of anti consumption can be seen as the 'flip side' to marketing which aims to understand promotion of consumption.

The Inscrutable Shopper Consumer Resistance in Retail

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    A Paperback by Stella Minihan

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      Publisher: McGraw-Hill Education
      Publication Date: Publication Date: 16/10/2011
      ISBN13: 9781606491713, 978-1606491713
      ISBN10:

      Description

      Book Synopsis
      The book highlights research undertaken by marketers, social researchers and anthropologists who have an interest in this field. Anti consumption is of relevance to practitioners and academics as it is important to understand consumer trends and values. The book has a particular relevance to professionals employed in marketing, retail and associated industries, who need to consider anti consumption as an influence on their target markets. The study of anti consumption can be seen as the 'flip side' to marketing which aims to understand promotion of consumption.

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