Kimmel introduces a key strategic alliance for the 21st century: consumer research plus product design. He builds a convincing case for this partnership through a delightful mix of intriguing examples, broad scholarship, and engaging insights. - Russell Belk, York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing
At last, a book that lives up to its promised title, People and Products: Consumer Behavior and Product Design, and delivers on it. Today, people drive products, brands and markets more than ever before and it is important that Marketing takes this more seriously. Yet, Marketing can still be, and often is, a one way street guised as a two way approach. This book draws upon examples to describe each element of the title and the ways these interact. I also like the personalized, often 1st person narrative. This is a refreshing and educative read of modern-day Marketing. - Philip Kitchen, Research Professor in Marketing, ESC Rennes School of Business, France
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