Handbook of research on consumerism in business and marketing: Concepts and practices

Hans Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni

    Research output: Book/ReportBookpeer-review

    Abstract

    The modern era of business has prompted an increased focus on the consumer and the responsibility of corporations to consider their ethical and social obligations to their customers. The rise of the consumerist movement has encouraged further research and development on the topic of consumerism, enabling business to succeed in a consumer-driven market. Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices features research on diverse topics on consumerism in the global marketplace, focusing on the ways in which businesses can improve their relationships with customers as well as analyze and influence purchasing behavior. As a comprehensive reference source on topics pertaining to consumer management, identity, and behavior, this publication is intended for use by marketing professionals, business managers, students, and academicians.

    Original languageEnglish
    PublisherIGI Global
    Number of pages638
    ISBN (Electronic)9781466658813
    ISBN (Print)1466658800, 9781466658806
    DOIs
    Publication statusPublished - 31 Mar 2014

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