Consumerism, 4th Ed.


Product Details

Free Press
Publish Date
6.06 X 9.24 X 1.32 inches | 0.02 pounds

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About the Author

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).


Journal of Business Education ...comprehensive and clear...invaluable to the person who wishes to get an overview of the subject...a well-balanced fare for the person who wants...a complete and a total unbiased understanding of consumption.
Journal of Marketing Although a number of consumerism or social marketing books have been published in the last few years, this collection...justifiably continues to be one of the most widely used sources in the field...Logically organized, timely, and...thought-provoking....
Journal of Consumer Affairs ...presents enough material to serve as a major text for a college with the problem areas from more than one point of view....avoids the moralistic or 'side of the angels' tone that pervades so much of the consumer literature. It has a further advantage in that the readings encourage students to openly take issue with each other on some of the problems...