Voice
This chapter first discusses the physical or natural form of voice. The chapter defines the voice by discussing its relationships with the concepts of silence and noise with anecdotes in a holistic view. It explains when voice can turn noise and how silen
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Consumer Voice
S. Umit Kucuk
Consumer Voice The Democratization of Consumption Markets in the Digital Age
S. Umit Kucuk University of Washington Tacoma, WA, USA
ISBN 978-3-030-53982-5 ISBN 978-3-030-53983-2 (eBook) https://doi.org/10.1007/978-3-030-53983-2 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: © Melisa Hasan This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
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Introduction
Consumer voice is indispensable part of any marketing mechanism. Any marketing organization does not understand and appreciate consumer voice is blind and deaf and cannot see their future. Similarly, any society does not appreciate the value of consumer voice will be dragged into unconscious and meaningless consumption patterns and social value systems that are far from satisfying consumers as a market agent and civic member. Thus, I do not know if these pages will be enough to emphasize and emphasize the importance of consumer voice from both marketing and societal point of views. Although its theoretical and practical importance, the concept rather has been neglected for a long time until recently. There is a slowly growing trend in academic publication on consumer voice. Yet, there are not enough conceptualizations that discuss the importance of consumer voice in a more comprehensible and unifying manner under one theoretical perspective. Thus, this book is an attempt to fill this theoretical gap so that we can build a sound theoretical infrastructure for consumer voice theory. The book first discusses the meaning of “voice” from interdisciplinary perspective and then focuse
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