Consumer Behavior.pdf

Consumer Behavior false
By:Henry Assael
Published on 2004 by Houghton Mifflin College Division

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.

This Book was ranked at 37 by Google Books for keyword Consumer Behavior.

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