Contemporary Marketing and Consumer Behavior

Foreword - Sidney J Levy Introduction - John F Sherry Jr PART ONE: ORIENTATION Marketing and Consumer Behavior - John F Sherry Jr Into the Field PART TWO: APPREHENDING THE PRODUCT: ARTIFACTUAL DIMENSIONS OF CONSUMER BEHAVIOR Active Ingredients - Dan Rose Consumer Behavior Reflected in Discards - MasaKazu Tani and William L Rathje A Case Study of Dry-Cell Batteries PART THREE: MANAGING CHANNEL RELATIONS AND ORGANIZATIONAL CHANGE: INTERNATIONAL AND INTERFUNCTIONAL ASPECTS West African Marketing Channels - Eric J Arnould Environmental Duress, Relationship Management, and Implications for Western Marketing Anthropology and Total Quality Management - Richard H Reeves-Ellington Improving Sales Force Performance in Overseas Markets PART FOUR: HEARING THE CUSTOMER'S VOICE(S): CONTEXTUAL GROUNDING OF MARKETPLACE BEHAVIOR The Social Organization of Consumer Behavior - Janeen Arnold Costa Brand Loyalty and Consumption Patterns - Barbara Olsen The Lineage Factor Amidword - Gerald Zaltman Anthropology, Metaphors, and Cognitive Peripheral Vision PART FIVE: COMMUNICATING THROUGH ADVERTISEMENTS: CONSIDERATION OF THE CRAFT Malinowski, Magic and Advertising - John McCreery On Choosing Metaphors Speaking to Customers - Rita Denny The Anthropology of Communications PART SIX: BEING IN THE MARKETPLACE: EXPERIENTIAL CONSUMPTION Learning to `See' - Carole Duhaime, Annamma Joy and Christopher Ross A Folk Phenomenology of the Consumption of Contemporary Canadian Art Monadic Giving - John F Sherry Jr, Mary Ann McGrath and Sidney J Levy Anatomy of Gifts Given to the Self PART SEVEN: CONCLUSION Anthropology of Marketing and Consumption - John F Sherry Jr Retrospect and Prospect Afterword - William D Wells