Innovate with consumer science

Sebastiano Porretta ? Howard R. Moskowitz

P. 262, with tables and figures

Hardcover, Chiriotti Editori (2011)

Price € 85.00/ US$ 118.00

ISBN 978?88?96027?07?3

Aims and Scope

In recent years we have witnessed a rapid and drastic change in the classical paradigm related to the marketing concept, the latter term meaning the common understanding of the market related to the descriptive study and analysis of the interaction between users and the 'company.

A model was based on anachronistic reduction process of the consumer buying behavior and explanation of the latter in patterns that deal with the decision and the choice of a product as a function of environmental conditions and their settling in time. Today we speak of a consumer who has turned to a lifestyle and a privileged experience, so influential as to generate an independent view of the world and its own ranking of values with specific personalities. Proof of this is its consumerist mass dissemination of expertise, such as those relating to the quality of products and their origin, until very recently the exclusive domain of a small group of authorities. Marketing has entered an era in which new idea and concepts should be reviewed in an entirely new way.