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Books > Business & Economics > Business & management > Sales & marketing
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Consumer Culture Theory - Development, Critique, Application and Prospects (Paperback)
Loot Price: R1,584
Discovery Miles 15 840
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Consumer Culture Theory - Development, Critique, Application and Prospects (Paperback)
Series: Foundations and Trends (R) in Marketing
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Consumer Culture Theory: Development, Critique, Application and
Prospects is a guide to help readers find their way through
existing Consumer Culture Theory (CCT) literature, the most current
conceptual and methodological developments, managerial
implications, and potential avenues of future importance. First,
the authors elaborate on the nature of Consumer Culture Theory.
Second, they address different approaches in CCT, including the
humanistic/romantic, the social constructivist, and the postmodern
modes of inquiry. Third, the monograph examines domains of inquiry
in CCT, identifying significant streams including identity work,
marketplace cultures, the socio-historic patterning of consumption,
an ideological turn, and critiques of CCT. Fourth, it identifies
some methodological issues and innovations that CCT work has
addressed, including issues of data collection, interpretation,
around validity and verification. The authors also evoke work on
alternative modes of representing research. Fifth, this monograph
introduces how CCT research has addressed managerial and strategic
issues, such as through brand communities, branding, and how
consumers shape market systems. Finally, it discusses tendencies
that are emerging in CCT.
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