Consumer Behavior and Marketing Action

by HenryAssael (Author)

• Used

  Hardcover
  1997

  $9.83

  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.

• Used

  Hardcover
  1995

  $8.15

  This text is targeted at the junior/senior level undergraduate course in consumer behaviour. This text is also appropriate for the first course in consumer behaviour at the MBA level. The approach ties together a conceptual foundation of consumer behaviour with an applications orientation. If consumer needs are to drive marketing strategies, a better understanding of these needs should be the foundation for strategy development.