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Assael, Henry

Consumer behavior and marketing action / Henry Assael - Sexta edición - Cincinnati : South-Western College Publishing, 1998 - xviii, 718 páginas : ilustraciones

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Mercadeo

This book presents a macro approach to consumer bvehavior applied to all facets of the text: needs, motives information processing, and marketing. beside it explores the ethical dilemmas and challenges marketers face as they try to market products based on consumer needs and behaviors when those behaviors - such as underage drinking - conflict with social and cultural values

0538867701040


Comportamiento del consumidor
Motivación (psicología)
Análisis de mercadeo
Mercadeo --Investigaciones

658.8342 A71c 1998