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9780618222155

Consumer Behavior A Strategic Approach

Consumer Behavior A Strategic Approach
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  • ISBN-13: 9780618222155
  • ISBN: 0618222154
  • Publication Date: 2003
  • Publisher: Houghton Mifflin College Div

AUTHOR

Assael, Henry

SUMMARY

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.Assael, Henry is the author of 'Consumer Behavior A Strategic Approach', published 2003 under ISBN 9780618222155 and ISBN 0618222154.

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