This book presents a structured approach to consumer research , showing how a simple framework that embodies the rewards and costs associated with consumer choi

Interpretive consumer research usually proceeds with a minimum of structure and preconceptions. This book presents a more structured approach than is usual, sho

Technology and Household Consumption is a comprehensive text that provides insights into technology’s impact on consumer behavior and the household environmen

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence t