119846
9780618222155
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.Assael, Henry is the author of 'Consumer Behavior A Strategic Approach', published 2003 under ISBN 9780618222155 and ISBN 0618222154.
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