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Author: Mary Rizzo
Publisher:
ISBN:
Category :
Languages : en
Pages : 758
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Book Description
Author: Mary Rizzo
Publisher:
ISBN:
Category :
Languages : en
Pages : 758
Get Book Here
Book Description
Author: Marye C. Tharp
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 482
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Book Description
Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
Author: Mark Paterson
Publisher: Taylor & Francis
ISBN: 1000890635
Category : Social Science
Languages : en
Pages : 470
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Book Description
With an emphasis on everyday life, this respected text offers a lively and perceptive account of the key theories and ideas which dominate the field of consumption and consumer culture. This third revised and expanded edition is a major update of the text of the second edition, adding new chapters on youth culture and consumption, retail psychology, gender and consumption, the globalization of food, and digital consumption and platform capitalism. Theoretical perspectives are introduced such as theories of practice, critical theory, semiotics, and psychoanalysis. Examples from film, literature, and television are used to illustrate concepts and trends in consumption, and a wide range of engaging and up-to-date case studies of consumption are employed throughout. Historical context is provided to help the reader understand how we became consumers in the first place. Written by an experienced teacher, the book offers an accessible and thought-provoking introduction to the concept of consumption for students in sociology, cultural studies, human geography, history, anthropology, and social psychology.
Author: Laura Lake
Publisher: John Wiley & Sons
ISBN: 0470526394
Category : Business & Economics
Languages : en
Pages : 386
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Book Description
Learn to: Understand how consumers make purchase decisions Develop more effective marketing campaigns Speak directly to your customers' needs Gain customer loyalty in a competitive marketplace Get into the minds of consumers and increase your revenue! Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You'll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more. Why do they buy? understand the decision-making process consumers go through when considering a purchase Apply behavior to marketing learn the 4Ps of marketing and how consumer behavior plays a role in each Gain a deeper understanding of the individual consumer gauge a consumer's motivation, emotions, perception, and attitude and use them to predict and change buying intentions Explore external influences on customers from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affected Craft your marketing strategy use consumer knowledge to delve into market research, identify key segments, and launch into untapped markets Implement your plan create powerful positioning strategies and reach customers where they're at with a message that motivates them Open the book and find: Actionable, real-world insight and advice Tips to help you lead consumers from attention to action Research techniques and marketing tips How self-concepts and lifestyle change consumer behavior Methods for cultivating repeat business and loyalty Ways to protect against consumer misbehavior Advice on encouraging new product adoption Ten ways to enhance customer satisfaction
Author: Lizabeth Cohen
Publisher: Vintage
ISBN: 0307555364
Category : History
Languages : en
Pages : 578
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Book Description
In this signal work of history, Bancroft Prize winner and Pulitzer Prize finalist Lizabeth Cohen shows how the pursuit of prosperity after World War II fueled our pervasive consumer mentality and transformed American life. Trumpeted as a means to promote the general welfare, mass consumption quickly outgrew its economic objectives and became synonymous with patriotism, social equality, and the American Dream. Material goods came to embody the promise of America, and the power of consumers to purchase everything from vacuum cleaners to convertibles gave rise to the power of citizens to purchase political influence and effect social change. Yet despite undeniable successes and unprecedented affluence, mass consumption also fostered economic inequality and the fracturing of society along gender, class, and racial lines. In charting the complex legacy of our “Consumers’ Republic” Lizabeth Cohen has written a bold, encompassing, and profoundly influential book.
Author: Benjamin R. Barber
Publisher: W. W. Norton & Company
ISBN: 0393070395
Category : Business & Economics
Languages : en
Pages : 416
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Book Description
"Powerful and disturbing. No one who cares about the future of our public life can afford to ignore this book." —Jackson Lears A powerful sequel to Benjamin R. Barber's best-selling Jihad vs. McWorld, Consumed offers a vivid portrait of a global economy that overproduces goods and targets children as consumers in a market where there are never enough shoppers—and where the primary goal is no longer to manufacture goods but needs. Disturbing, provocative, and compelling, this book examines phenomena as seemingly disparate as adolescent fashion trends for adults, megachurches, declining voter participation, the privatization of the public sphere, branding, and the rise of online shopping to show how the freedoms of the free market have undermined the freedoms of the deliberative adult citizen. Barber brings together extensive empirical research with an original theoretical framework for understanding our contemporary predicament.
Author: Markus Daechsel
Publisher: Routledge
ISBN: 1134383711
Category : Foreign Language Study
Languages : en
Pages : 268
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Book Description
The 1930s to 1950s witnessed the rise and dominance of a political culture across much of North India which combined unprecedented levels of mobilization and organization with an effective de-politicization of politics. On the one hand obsessed with world events, people also came to understand politics as a question of personal morality and achievement. In other words, politics was about expressing the self in new ways and about finding and securing an imaginary home in a fast-moving and often terrifying universe. The scope and arguments of this book make an innovative contribution to the historiography of modern South Asia, by focusing on the middle-class milieu which was the epicentre of this new political culture.
Author: Vicki Howard
Publisher: Bloomsbury Publishing
ISBN: 1350278556
Category : History
Languages : en
Pages : 249
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Book Description
A Cultural History of Shopping was a Library Journal Best in Reference selection for 2022. In the modern consumer age that emerged after the First World War, shopping became a ubiquitous cultural practice. Despite its apparent universality, the historicity and contingency of shopping should not be ignored: its meaning was always inextricably linked to the political, material and economic contexts within which it took place. Gendered female for the most part, shopping continued to evoke different cultural responses, embraced as liberatory by some, condemned as frivolous by others. Business decisions and public policies helped construct the frameworks within which new, often American-led, shopping cultures emerged, from downtown department stores to chain stores to suburban shopping malls. The digital revolution in shopping that began in the last decade of the 20th century has changed the face of cities and towns and led to the closure of many bricks-and-mortar stores but, as this volume explores, the shopper remains very much at the center of Western capitalist societies. A Cultural History of Shopping in the Modern Age presents an overview of the period with themes addressing practices and processes; spaces and places; shoppers and identities; luxury and everyday; home and family; visual and literary representations; reputation, trust and credit; and governance, regulation and the state.
Author: Patrick Jamieson
Publisher: Oxford University Press
ISBN: 0190451106
Category : Psychology
Languages : en
Pages : 481
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Book Description
Adolescents are eager consumers of mass media entertainment and are particularly susceptible to various forms of media influence, such as modeling, desensitization, and contagion. These once controversial phenomena are now widely accepted along with the recognition that th media are a major socializer of youth During the economic boom of the post-World War II era, marketers and advertisers identified adolescents as a major audience, which led to the emergence of a pervasive youth culture. Enormous changes ensued in the media's portrayal of adolescents and the behaviors they emulate. These changes were spurred by increased availability and consumption of television, which joined radio, film, and magazines as major influence on youth. Later, the rapid growth of the video game industry and the internet contributed to the encompassing presence of the media. Today, opportunities for youthful expression about to the point where adolescents can easily create and disseminate content with little control by traditional media gatekeepers. In The Changing Portrayals of Adolescents in the Media since 1950, leading scholars analyze the emergence of youth culture in music and powerful trends in gender and ethnic-racial representation, sexuality, substance use, violence, and suicide portrayed in the media. This book illuminates the evolution of teen portrayal, the potential consequences of these changes, and the ways policy-makers and parents can respond.
Author: Olga Gurova
Publisher: Routledge
ISBN: 1135020302
Category : Social Science
Languages : en
Pages : 200
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Book Description
This book explores how clothing consumption has changed in Russia in the past 20 years as capitalism has grown in a postsocialist state, bringing with it a "consumer revolution." It shows how there has been and continues to be a massive change in the fashion retail market and how ideal lifestyles portrayed in glossy magazines and other media have contributed to the consumer revolution, as have shifts in the social structure and everyday life. Overall, the book, which includes the findings of extensive original research, including in-depth interviews with consumers, relates changes in fashion and retail to changing outlooks, identities, and ideologies in Russia more generally. The mentioned changes are also linked to the theoretical concept of fashion formed in postsocialist society.
