Visual Consumption (Routledge Interpretive Marketing Research) - Hardcover

Schroeder, Jonathan

Hardcover

ISBN 10: 0415244242 ISBN 13: 9780415244244

Publisher: Routledge, 2002

Synopsis

A key characteristic of the twenty-first century economy is 'the image'. Brand development is based on image, products are advertised via images, and corporate image is critical for economic success. This book draws from art history, photography and visual studies to develop an interdisciplinary, image-based approach to understanding consumer behaviour.

Focusing on four themes: representation, photography, images and identity, it presents a theoretical perspective on visual consumption, providing wide-ranging examples from advertising, the internet, photography, design, theatre and tourism, and discusses the importance of the internet in bringing visual issues into the mainstream of strategic thinking; spurring research into perception of visual displays.

Incorporating case studies from the US, Europe and the UK, this book provides an unparalleled guide to the visual consumption processes necessary for understanding and succeeding in today's market.

About this title

Review:

Jonathan Schroeder's study can be considered a landmark work on visual representation ... "a must read". -- Alladi Venkatesh, Professor of Management and Computer Science, University of California

Visual Consumption develops an interdisciplinary, critically informed, image-based approach to understanding consumer behaviour. -- Eric Guthey, Associate Professor, Intercultural Communication and Management, The Copenhagen Business School

About this edition

• Publisher: Routledge
• Publication date: 2002
• ISBN 10: 0415244242
• ISBN 13: 9780415244244
• Binding: Hardcover
• Edition number: 1
• Number of pages: 206