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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 1: Consumer Behavior: A Managerial Perspective
- To establish a managerial orientation for the study of consumer behavior.
- To provide a historical perspective for a consumer behavior course.
- To provide an interdisciplinary perspective to the study of consumer behavior.
- To demonstrate the link between consumer behavior concepts and marketing strategy.
- To describe the organization of the book.
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