Consumer Behaviour : a Strategic Approach

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.

ISBN : 0618222154, Author : Assael, Publisher : Houghton Mifflin - 2004, Dimensions : 25.8 x 21 x 2.6 cm, Paperback : 630 pages