Consumer Behavior by Henry Assael

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Consumer Behavior by Henry Assael

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Consumer Behavior by Henry Assael

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.

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SKU Non disponible
ISBN 13 9780618222155
ISBN 10 0618222154
Titre Consumer Behavior
Auteur Henry Assael
État Non disponible
Type de reliure Hardback
Éditeur Cengage Learning, Inc
Année de publication 2003-07-28
Nombre de pages 656
Note de couverture La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note Non disponible