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Consumer Behavior and Marketing Action, by Henry Assael
Fee Download Consumer Behavior and Marketing Action, by Henry Assael
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This text takes a managerial approach to consumer behavior, and is highly regarded and respected in its approach group. Specific acknowledgment and increased coverage of the macro approach is included in the new edition.
- Sales Rank: #4915264 in Books
- Brand: Brand: Pws Pub Co
- Published on: 1992-02
- Number of items: 1
- Dimensions: 9.75" h x 7.75" w x 1.00" l,
- Binding: Hardcover
- 748 pages
- Used Book in Good Condition
Most helpful customer reviews
1 of 1 people found the following review helpful.
A clasical on consumer behavior
By Pedro Lopez
Explores the consumer from: decision making, the experiencial processes, characteristics and lifestyles and cultural influences. A book filled with examples, summaries on every chapter, questions and research assigments. It is a MUST on this field, from the marketing point of view.
4 of 4 people found the following review helpful.
A bible for Consumer Marketing
By James Casale
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.
3 of 4 people found the following review helpful.
Consumer Behavior and Marketing Action
By A Customer
This is a good book, easy to read and understand. The content is applicable to the real world situations.
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