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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Consumer Vulnerability (Hardcover)
Loot Price: R4,494
Discovery Miles 44 940
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Consumer Vulnerability (Hardcover)
Series: Key Issues in Marketing Management
Expected to ship within 10 - 15 working days
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This book demonstrates that marketing scholarship has much to
contribute to our understanding of consumer vulnerability and
potential solutions. It brings to the fore ways in which so-called
vulnerable consumers navigate various marketplace and service
interactions and develop specific consumer skills in order to
empower themselves in such exchanges. It does so by exploring how
consumer vulnerability is experienced across a range of different
contexts such as poverty and disability, and the potential impact
of vulnerability from childhood to old age. Other chapters extend
focus from the consumer to the organisational perspective or
consider more macro issues such as socio-spatial disadvantages. The
fundamental aim of many of the contributors is to produce work that
can benefit individual and societal well-being. They draw on
various methodological approaches that generate both marketing
management and policy-focused implications. A series of
commentaries are also included to stimulate critical reflection and
new insights into consumer vulnerability. This book was originally
published as a special issue of the Journal of Marketing
Management.
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