Pursuing Customers: An Ethnography of Marketing Activities
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Description
The accounts of owners, sales administrators, marketing personnel and sales representatives are used to describe the basics of modern business practices in Pursuing Customers. The author focuses on the processes by which a business prepares for its customers from set up and management to purchasing goods, pricing, advertising and display. Each step in the process is brought alive with commentary by its participants - from shoe salesperson to department store manager. Business is described as an arena where participants construct a world of enticement, competition, strategy and negotiation. Dedication Contents Foreword Acknowledgments 1. Marketing is . . . Socially Constructed Activity 2. Setting Up Business 3. Doing Management 4. Purchasing Products 5. Setting Prices 6. Using the Media 7. Working the Field 8. Exhibiting Products 9. In Perspective References About the Author
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