Consumer Behavior: A Strategic Approach

Consumer Behavior: A Strategic Approach by Assael, Henry. hardcover edition. ISBN: 9780618222155.

Tailored for upper-level undergraduate and MBA students, Assaels 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.