- Hardcover: 656 pages
- Publisher: Houghton Mifflin; illustrated edition edition (27 Aug 2003)
- Language English
- ISBN-10: 0618222154
- ISBN-13: 978-0618222155
- Product Dimensions: 25.8 x 21 x 2.6 cm
- Amazon Bestsellers Rank: 912,668 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
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2 reviews
Good resource
6 Sep 2009
Format:Hardcover|Amazon Verified Purchase
I used this book in a doctoral class and appreciated the information that it provided. The format of the book is user-friendly and it triggered my searches for additional data.
Great reference...a keeper
30 Sep 2008
Format:Hardcover
This is a comprehensive buyer behavior text book. I'm an MBA- marketing major. A must have for anyone going into marketing.
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