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Marketing Graffiti: The View From The Street

Marketing Graffiti: The View From The Street

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  • ISBN:9780750656979
  • Editorial: Butterworth-Heinemann
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:256
  • Idiomas:Ingles

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Rejecting the managerially-driven structures normally imposed on the subject, this book explains marketing from the perspective of the pivotal figure in the process - the consumer. It shows the reader that they are active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Closely examining a range of real products, businesses, technologies, information, services, ads, packaging and branding, Professor Saren deconstructs familiar images and environments to draw out the conceptual foundations of marketing from the real life scenarios we all experience everyday. By taking this reverse approach - letting the abstract concepts flow from the real world the reader already knows - Saren underscores the key marketing axiom that so many texts expound yet singularly fail to demonstrate in their approach.

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