TOC: ch.1: The Consumer-oriented Approach to Marketing (p.9); ch2: New Products and their Meanings (p.29); ch3: Paradoxes of Meaning (p.40); ch.4: Whose Marketplace is it Anyway? (p.62); ch.5: Innovation and the Creative Consumer (p.82); ch.6: Revisiting the Time of Adoption and Resistance (p.101); ch.7: When Innovation Becomes Creativity (p.121); ch.8: Conspicuous Consumption, Downshifting and
Reconsumption (p.133); ch.9: Production and Consumption (p.151) |