Consumer Behavior and Marketing Action

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