This book contains different perspectives on the consumer from communication, marketing, and advertising perspective. The chapters, each of which is prepared by academicians who are experts in their fields, touch upon the most prominent issues regarding the consumer today.
Each section sheds light on a different point in its field regarding the consumer. It is known that consumption patterns and consumer behaviors have undergone great changes today. The challenges, opportunities, and changes brought about by this change are among the most discussed topics in the literature. In this book, attention is focused on such prominent points. We hope that the book will bring a different perspective to both the literature and related sectors.