Lynn R. Kahle, Pierre Valette-Florence

Marketplace Lifestyles in an Age of Social Media: Theory and Methods

• Broschiertes Buch

Produktbeschreibung

Lifestyle is an important concept in advertising and applied marketing research, although casual use of the term has rendered it suspect amomg scholars. This book approaches the concept of lifestyle from a current

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 309
• Erscheinungstermin: 15. August 2012
• Englisch
• Abmessung: 229mm x 152mm x 18mm
• Gewicht: 462g
• ISBN-13: 9780765625618
• ISBN-10: 076562561X
• Artikelnr.: 32309149

Autorenporträt

Lynn R. Kahle is the Ehrman Giustina Professor of Marketing at the University of Oregon, where he was Founding Director of the Warsaw Sports Marketing Center. He has served as President of the Society for Consumer Psychology, and currently is Chair of the Sports and Special Events Special Interest Group in the American Marketing Association. Pierre Valette-Florence is Professor at the Ecole Supérieure des Affaires de Grenoble and is the author of two other books on lifestyles, a theme for which he received the Paul Nicolas Academy of Commercial Science Award, presented for the best academic research in marketing. He is recognized as an expert in quantitative analysis and methods of marketing research.

Inhaltsangabe

1. Origins and Definitions 2. Methodological Approaches Centered on Values
3. Traditional Approaches Focusing on Attitudes and Activities 4. French
Approaches 5. The Analysis of Products, Goods, and Services Purchased by
the Consumer 6. Fields of Application of Lifestyles 7. Problems and
Critiques Raised by Studies of Lifestyles 8. New Methodological and
Conceptual Proposals 9. Social Media and a Theory and Method for Future
Research 10. General Conclusions