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Title: Consumer Behavior and Marketing Action by Henry Assael ISBN: 0-538-84433-7 Publisher: South-Western Educational Publishing Pub. Date: 01 January, 1995 Format: Hardcover Volumes: 1 List Price(USD): $106.95

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Average Customer Rating: 4.5 (2 reviews)

Rating: 5
Summary: A bible for Consumer Marketing
Comment: I was lucky enough to have taken Professor Assael's (the author) Consumer Behavior class at Stern School of Business - NYU. The class and book provided invaluable learnings regarding consumer behavior and how to incorporate behavioral knowledge into marketing programs. I have referred to the book frequently since.

Rating: 4
Summary: Consumer Behavior and Marketing Action
Comment: This is a good book, easy to read and understand. The content is applicable to the real world situations.