Consumer Behavior: A Strategic Approach

by Henry Assael

Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.

630 pages, Hardcover

First published July 28, 2003

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[Leonelnoe]

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[Sandi · Rating 4 out of 5]

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