Retro Marketing My Consumer Behaviour Book Review (Jim Blythe 2008)
Ok AngloHigher Magazine has now gone off air, but my Book Review: Consumer Behaviour, Jim Blythe (2008) Thomson Learning, London (ISBN 978–1–8448–0381–1, 456), published in AngloHigher® Volume 2, Issue 5, pp. 9–10 (Autumn 2010; ISSN 2041–8469), would not be silenced.
There is no better place to start this review but straight through the heart of the book. In the opening section of chapter 8 of this 19-chapter textbook, Jim Blythe declares in the preview case study on Brand attitudes (p. 139) that:
“…in the good old days, marketers developed the brand values and consumers accepted them without question — and certainly did not start thinking about ganging up on organizations to affect prices!”
That was then, but this is now! In 19 chapters split into four parts, Blythe wastes no time in telling his readers how time has changed and why organizations alluded to in the previous quote need to become conversant with the subject of consumer behaviour.
The first part consists of only the opening chapter which provides a broad brush of the entire text. Here Blythe uses (as he does across the entire text) a mixture of preview case studies, talking points, other vignettes and an end-of-chapter case study.
Another interesting thing that makes the text a good read is that the preview case studies are revisited at the end of each chapter.
A key ‘preview case’ that stands out in the entire text is that in chapter 3, “getting the most from university” where he rightly pointed out that “one of the ways in which universities try to motivate and direct students is by getting them to think through their personal goals” (see p. 69).
Other equally interesting case studies include those on the now rather obscure American magician and illusionist, David Blaine on consumer perception (chapter 5, p. 107); strange new products (chapter 13, p. 294) in the chapter on innovation; recycling as a post-purchase evaluation (chapter 15, p. 133); and Aircraft carriers (chapter 18, p. 410) on organization buying behaviour.
Reverting to chapter 8, Blythe stresses upon the virtues of effective communications in order to avoid an environment of ‘miscommunication’ — epitomized by disruption and/ or confusion in the communications process (see pp. 171–175) — which tend to breed the ‘ganging up’ referred to earlier.
Humour has always been in the DNA of Jim Blythe and this has always featured in both his speeches and writing. For example, in “strange new products” — e.g., the Season shot (a shot gun shell filled with seasoning, so that the game bird is killed by having the seasoning fired into it in flight and being able to be cleaned and cooked without removing the pellets as it arrives at the table ready-seasoned).
Although there is catalogue of examples — including the Gorilla Snot or the Hat with an in-built bottle opener (I have one of those by the way)— which can be laughed off the market or perhaps quickly superseded by other products, Blythe does make a resounding statement — i.e. “it’s good to know that not everything has been invented yet.”
Overall, if your intention is to learn “new” things, reflect on your learning in a serious, but relaxing manner, and most especially if you think you have a great “sense of humour,” this text might just be your first destination — bon voyage!
