路上からのマーケティング：逆転の発想法 Marketing Graffiti : The View from the Street

Saren, Michael

Routledge（2006/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 292 p.／サイズ 100 illus.
• 言語 ENG
• 商品コード 9780750656979
• DDC分類 658.8

基本説明

Rejecting the managerially-driven structures, this book explains marketing from the perspective of the consumer. Saren deconstructs familiar images to draw out the conceptual foundations of marketing from the real life scenarios.

Full Description

Rejecting the managerially-driven structures normally imposed on the subject, Saren explains marketing from the perspective of the pivotal figure in the process: the consumer. He addresses readers as active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Critically examining the wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing in its social and cultural context that we all experience. By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the bricollage subject that is marketing.

Contents

Marketing valuesConsuming experience: what is consumed?; role of consumers; stimulation; interaction; satisfaction: Moving space: logistics; information; people; value; material; energy: Building relations: interaction; institutions; communications; society; images and objects: Creating solutions: marketing problems; consumer problems; processes and capabilities; product solutions; technology; information and innovation; culture and people: Changing time