Consumer Behavior and Marketing Action

By Henry Assael

Book Overview

This text takes a strategic approach to consumer behavior; that is, once you know how consumers behave and react, what do you do about it? New to this edition is a much needed balance between the... 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.