Consumer behavior: a strategic approach

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Houghton Mifflin Harcourt Publishing Company, 2004 - Business & Economics - 631 pages
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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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Contents

Levi Strauss Co Begins to Focus on the Consumer
3
Current Trends in Consumer Behavior
10
Autobytel com Helps Empower the Car Purchaser
29
Copyright

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