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Consumer Behavior : A Strategic Approach by Henry Assael (2003, Hardcover)

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ISBN
9780618222155
Subject Area
Business & Economics
Publication Name
Consumer Behavior : a Strategic Approach
Publisher
Cengage Learning
Item Length
10.3 in
Subject
Marketing / General, Consumer Behavior, General, Marketing / Research
Publication Year
2003
Type
Textbook
Format
Hardcover
Language
English
Item Height
1 in
Author
Henry Assael
Item Weight
48.3 Oz
Item Width
8.2 in
Number of Pages
656 Pages

關於產品

Product Information

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. The text introduces decision-making at the beginning, providing students with a framework for understanding the characteristics of and various factors influencing consumer behavior. Each chapter opens with a vignette describing how various companies are responding to specific consumer behavior strategies and challenges.

Product Identifiers

Publisher
Cengage Learning
ISBN-10
0618222154
ISBN-13
9780618222155
eBay Product ID (ePID)
30248849

Product Key Features

Number of Pages
656 Pages
Language
English
Publication Name
Consumer Behavior : a Strategic Approach
Publication Year
2003
Subject
Marketing / General, Consumer Behavior, General, Marketing / Research
Type
Textbook
Subject Area
Business & Economics
Author
Henry Assael
Format
Hardcover

Dimensions

Item Height
1 in
Item Weight
48.3 Oz
Item Length
10.3 in
Item Width
8.2 in

Additional Product Features

LCCN
2002-109350
Dewey Edition
22
Target Audience
College Audience
Illustrated
Yes
Dewey Decimal
658.8/342
Lc Classification Number
Hf5415.3.A828 2004
Copyright Date
2004

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