Consumer Behavior: A Strategic Approach
- ISBN-10
- 0618222154
- ISBN-13
- 9780618222155
- Series
- Consumer Behavior
- Category
- Business & Economics / General
- Pages
- 631
- Language
- English
- Published
- 2004
- Publisher
- Houghton Mifflin
- Author
- Henry Assael
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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