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This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.
List of contents
Foreword - Sidney J Levy
Introduction - John F Sherry Jr
PART ONE: ORIENTATION
Marketing and Consumer Behavior - John F Sherry Jr
Into the Field
PART TWO: APPREHENDING THE PRODUCT: ARTIFACTUAL DIMENSIONS OF CONSUMER BEHAVIOR
Active Ingredients - Dan Rose
Consumer Behavior Reflected in Discards - MasaKazu Tani and William L Rathje
A Case Study of Dry-Cell Batteries
PART THREE: MANAGING CHANNEL RELATIONS AND ORGANIZATIONAL CHANGE: INTERNATIONAL AND INTERFUNCTIONAL ASPECTS
West African Marketing Channels - Eric J Arnould
Environmental Duress, Relationship Management, and Implications for Western Marketing
Anthropology and Total Quality Management - Richard H Reeves-Ellington
Improving Sales Force Performance in Overseas Markets
PART FOUR: HEARING THE CUSTOMER¿S VOICE(S): CONTEXTUAL GROUNDING OF MARKETPLACE BEHAVIOR
The Social Organization of Consumer Behavior - Janeen Arnold Costa
Brand Loyalty and Consumption Patterns - Barbara Olsen
The Lineage Factor
Amidword - Gerald Zaltman
Anthropology, Metaphors, and Cognitive Peripheral Vision
PART FIVE: COMMUNICATING THROUGH ADVERTISEMENTS: CONSIDERATION OF THE CRAFT
Malinowski, Magic and Advertising - John McCreery
On Choosing Metaphors
Speaking to Customers - Rita Denny
The Anthropology of Communications
PART SIX: BEING IN THE MARKETPLACE: EXPERIENTIAL CONSUMPTION
Learning to `See¿ - Carole Duhaime, Annamma Joy and Christopher Ross
A Folk Phenomenology of the Consumption of Contemporary Canadian Art
Monadic Giving - John F Sherry Jr, Mary Ann McGrath and Sidney J Levy
Anatomy of Gifts Given to the Self
PART SEVEN: CONCLUSION
Anthropology of Marketing and Consumption - John F Sherry Jr
Retrospect and Prospect
Afterword - William D Wells
Summary
This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.
