Retailing and the Consumer
In part I, we discuss the issue of consumer resistance in retail through three broad chapters. First, we provide an overview of the history of the consumer society, followed by a history of shopping. Setting this context is important as consumer resistance emerges from social and economic history, and given that societies and retailing have developed alongside each other, it is necessary to appreciate the development of these two interrelated areas. In these first two chapters, we present a short history of modern retailing that includes looking back at how society has been transformed as a result of the shift from a production base to a consumer society. Our final chapter in part I, chapter 3, provides a background ...
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