Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook Book

	Foreword
	Preface
1	Marketing and Consumer Behavior: Into the Field	3
2	Active Ingredients	51
3	Consumer Behavior Reflected in Discards: A Case Study of Dry-Cell Batteries	86
4	West African Marketing Channels: Environmental Duress, Relationship Management, and Implications for Western Marketing	109
5	Anthropology and Total Quality Management: Improving Sales Force Performance in Overseas Markets	169
6	The Social Organization of Consumer Behavior	213
7	Brand Loyalty and Consumption Patterns: The Lineage Factor	245
	Amidword: Anthropology, Metaphors, and Cognitive Peripheral Vision	282
8	Malinowski, Magic, and Advertising: On Choosing Metaphors	309
9	Speaking to Customers: The Anthropology of Communications	330
10	Learning to "See": A Folk Phenomenology of the Consumption of Contemporary Canadian Art	351
11	Monadic Giving: Anatomy of Gifts Given to the Self	399
12	Anthropology of Marketing and Consumption: Retrospect and Prospect	435
	Afterword	446
	Index	452
	About the Contributors	475