Book Description
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.
- Chapter Overviews recap core principles and also explain the relationship between chapters.
- Global Applications of Consumer Behavior boxes focus on the similarities and differences across international boundaries.
- Web Applications of Consumer Behavior inserts address how the advent of the Internet has affected consumer decision-making.
- Strategic Applications of Consumer Behavior features look at how organizations and managers confront current consumer behavior challenges.
- At the end of each chapter, Questions for Discussion test students' ability to understand, recall, and apply essential chapter concepts.
- Research Assignments allow students to practice the concepts presented in the textbook.
