| Description |
1 online resource (236 pages) |
| Series |
European Journal of Marketing ; v. 40 |
|
European Journal of Marketing
|
| Contents |
Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Acknowledgement to referees; Enhancing consumer empowerment; The internet, consumer empowerment and marketing strategies; Mapping consumer power: an integrative framework for marketing and consumer research; The internet, information and empowerment; Assumed empowerment: consuming professional services in the knowledge economy; Consumer empowerment: a Foucauldian interpretation; Self-empowerment and consumption; Consumption as voting: an exploration of consumer empowerment |
|
Customer empowerment and relationship outcomes in healthcare consultationsBrand community of convenience products: new forms of customer empowerment -- the case "my Nutella The Community"; The evolution of the empowered consumer; "Mothers of invention": maternal empowerment and convenience consumption; Book reviews |
| Summary |
Guest Editor Len Tiu Wright's definition of consumer empowerment in marketing is: "A mental state usually accompanied by a physical act which enables a consumer or a group of consumers to put into effect their own choices through demonstrating their needs, wants and demands in their decision-making with other individuals or organizational bodies in the marketplace." Through this e-book, which has received contributions from Australia, Canada, Italy, Portugal, UK and the USA, it is broadly argued that empowerment means consumers will become less passive in accepting whatever is offered by emplo |
| Notes |
Print version record |
| Subject |
Consumers.
|
|
Marketing -- Management.
|
|
Consumers
|
|
Marketing -- Management
|
| Form |
Electronic book
|
| Author |
Greser, Stephen A
|
|
Wright, Len Tiu
|
| ISBN |
9781846630972 |
|
1846630975 |
|
