Consumer Behavior and Marketing Action

By Henry Assael

This edition maintains the applications approach which links consumer behaviour concepts with marketing strategy. The coverage of consumer behaviour is more thorough than that found in other texts. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0538867701
• ISBN13: 9780538867702
• Release Date: January 1998
• Publisher: South-Western Pub
• Length: 718 Pages
• Weight: 3.00 lbs.
• Dimensions: 9.5" x 1.3" x 8.5"

Customer Reviews

A bible for Consumer Marketing

I was lucky enough to have taken Professor Assael's (the author) Consumer Behavior class at Stern School of Business - NYU. The class and book provided invaluable learnings regarding consumer behavior and how to incorporate behavioral knowledge into marketing programs. I have referred to the book frequently since.

Consumer Behavior and Marketing Action

This is a good book, easy to read and understand. The content is applicable to the real world situations.