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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Contemporary Consumer Culture Theory (Hardcover)
Loot Price: R4,309
Discovery Miles 43 090
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Contemporary Consumer Culture Theory (Hardcover)
Series: Routledge Studies in Marketing
Expected to ship within 12 - 17 working days
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Contemporary Consumer Culture Theory contains original research
essays written by the premier thought leaders of the discipline
from around the world that reflect the maturation of the field
Customer Culture Theory over the last decade. The volume seeks to
help break down the silos that have arisen in disciplines seeking
to understand consumer culture, and speed both the diffusion of
ideas and possibility of collaboration across frontiers.
Contemporary Consumer Culture Theory begins with a re-evaluation of
some of the fundamental notions of consumer behaviour, such as self
and other, branding and pricing, and individual vs. communal agency
then continuing with a reconsideration of role configurations as
they affect consumption, examining in particular the ramifications
of familial, gender, ethnic and national aspects of consumers'
lived experiences. The book move on to a reappraisal of the state
of the field, examining the rhetoric of inquiry, the reflexive
history and critique of the discipline, the prospect of redirecting
the effort of inquiry to practical and humanitarian ends, the
neglected wellsprings of our intellectual heritage, and the
ideological underpinnings of the evolving construction of the
concept of the brand. Contemporary Consumer Culture Theory is a
reflective assessment, in theoretical, empirical and evocative
keys, of the state of the field of consumer culture theory and an
indication of the scholarly directions in which the discipline is
evolving providing reflection upon a rapidly expanding discipline
and altered consumption-scapes by some of its prime movers.
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