Contemporary marketing and consumer behavior : an anthropological sourcebook

목차 (Table of Contents)

• CONTENTS
• Foreword / Sidney J. Levy = ⅸ
• Preface / John E. Sherry, Jr. = xv
• Part One Orientation = 1
• 1. Marketing and Consumer Behavior : Into the Field / John F. Sherry, Jr. = 3
• Part Two Apprehending the Product : Artifactual Dimensions of Consumer Behavior = 45
• 2. Active Ingredients / Dan Rose = 51
• 3. Consumer Behavior Reflected in Discards : A Case Study of Dry-Cell Batteries / MasaKazu Tani ; William L. Rathje = 86
• Part Three Managing Channel Relations and Organizational Change : International and Interfunctional Aspects = 105
• 4. West African Marketing Channels : Environmental Duress, Relationship Management, and Implications for Western Marketing / Eric J. Arnould = 109
• 5. Anthropology and Total Quality Management : Improving Sales Force Performance in Overseas Markets / Richard H. Reeves-Ellington = 169
• Part Four Hearing the Customer's Voice(s) : Contextual Grounding of Marketplace Behavior = 209
• 6. The Social Organization of Consumer Behavior / Janeen Arnold Costa = 213
• 7. Brand Loyalty and Consumption Patterns : The Lineage Factor / Barbara Olsen = 245
• Amidword : Anthropology, Metaphors, and Cognitive Peripheral Vision / Gerald Zaltman = 282
• Part Five Communicating Through Advertisements : Consideration of the Craft = 305
• 8. Malinowski, Magic, and Advertising : On Choosing Metaphors / John McCreery = 309
• 9. Speaking to Customers : The Anthropology of Communications / Rita Denny = 330
• Part Six Being in the Marketplace : Experiential Consumption = 347
• 10. Learning to "See" : A Folk Phenomenology of the Consumption of Contemporary Canadian Art / Carole Durhaim ; Annamma Joy ; Christopher Ross = 351
• 11. Monadic Giving : Anatomy of Gifts Given to the Self / John F. Sherry, Jr. ; Mary Ann McGrath ; Sidney J. Levy = 399
• Part Seven Conclusion = 433
• 12. Anthropology of Marketing and Consumption : Retrospect and Prospect / John F. Sherry, Jr. = 435
• Afterword / William D. Wells = 446
• Index = 452
• About the Contributors = 475