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Consumer Behavior: A Strategic Approach, by Henry Assael
Free Ebook Consumer Behavior: A Strategic Approach, by Henry Assael
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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.
- Sales Rank: #786012 in Books
- Brand: Brand: Cengage Learning
- Published on: 2003-07-28
- Original language: English
- Number of items: 1
- Dimensions: 1.01" h x 8.26" w x 10.04" l, 3.00 pounds
- Binding: Hardcover
- 656 pages
- Used Book in Good Condition
Most helpful customer reviews
0 of 0 people found the following review helpful.
Good resource
By K. B. Gradwell
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.
0 of 0 people found the following review helpful.
Great reference...a keeper
By CarolinaFoodie
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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