This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix, advertising and promotion, relationship management, managerial intervention and stakeholder response, organization behaviour, economic development, class-and-gender-linked consumer behaviour, and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.