An “outside-the-box” exposition of the basics of consumer behavior. Offers marketers a perspective on the consumption value consumers seek from market offerings and the exchange resources they have at their command. It also presents a debate on a fundamental question: Does marketing create consumer needs (or can it)? It challenges readers to choose a side and then reflect on how it will influence their every act as a marketer. And in turn their personal satisfaction from their creative work.
Clipping is a handy way to collect important slides you want to go back to later.