Consumerism: Search for the Consumer Interest by David A. Aaker

Consumerism: Search for the Consumer Interest

David A. Aaker
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Details

  • ISBN
    9780029001509 / 0029001501
  • Title Consumerism: Search for the Consumer Interest
  • Author David A. Aaker
  • Category Consumerism
    Microeconomics
  • Format
    Paperback
  • Year 1982
  • Pages 512
  • Publisher
    Free Press
  • Imprint The Free Press
  • Edition
    4th
  • Language English
  • Dimensions 154mm x 34mm x 235mm

Annotation

The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles—half of them new to this edition—cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction. As in previous editions, the articles are arranged according to the steps in the process. New to this edition are detailed discussions of such current issues as the costs and benefits of government regulation, advertising to children, consumer information systems, and demarketing (encouraging consumers to use less of such products astobacco and energy). The final section assesses the response of business and industry to consumer pressures.

Publisher Description

The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles—half of them new to this edition—cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction. As in previous editions, the articles are arranged according to the steps in the process.

New to this edition are detailed discussions of such current issues as the costs and benefits of government regulation, advertising to children, consumer information systems, and demarketing (encouraging consumers to use less of such products astobacco and energy). The final section assesses the response of business and industry to consumer pressures.

Review
Journal of Business Education ...comprehensive and clear...invaluable to the person who wishes to get an overview of the subject...a well-balanced fare for the person who wants...a complete and a total unbiased understanding of consumption. Journal of Marketing Although a number of consumerism or social marketing books have been published in the last few years, this collection...justifiably continues to be one of the most widely used sources in the field...Logically organized, timely, and...thought-provoking... Journal of Consumer Affairs ...presents enough material to serve as a major text for a college course...deals with the problem areas from more than one point of view...avoids the moralistic or 'side of the angels' tone that pervades so much of the consumer literature. It has a further advantage in that the readings encourage students to openly take issue with each other on some of the problems...

Author Biography

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).

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Consumerism: Search for the Consumer Interest

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