The Story
Tailored for upperlevel undergraduate and MBA students, Assaels Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on webrelated 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, threechapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.
Description
Tailored for upperlevel undergraduate and MBA students, Assaels Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on webrelated 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, threechapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.
