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.
Part 1 Introduction to Consumer Behavior
Part 2 Consumer Decision Making
Part 3 The Individual Consumer
Part 4 Group and Cultural Influences
Part 5 Marketing Action