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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