by Henry Assael · Kent Pub. Co · tapa dura · ISBN 9780534029906
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«Consumer Behavior and Marketing Action» is Henry Assael's consumer behaviour manual, in hardback (695 pages, in English, Kent Pub. Co.).
Manual addressing consumer behaviour with a strategic approach: it explains how to understand buyer reactions and apply that knowledge to marketing decisions. The second edition balances commercial strategy with consumer rights and social implications, with applications to business, economics and leadership.
Second edition published in 1984. Includes bibliography and indexes. Academic work oriented to consumer analysis and motivation research in marketing.
Will interest students and professionals in marketing, economics and business administration.
