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Henry Assael

Henry Assael, Bulgarian, American marketing educator. Member American Marketing Association, Association Consumer Research.


  • Assael, Henry was born on September 12, 1935 in Sofia, Bulgaria. Son of Stanley Isaac and Anna (Behar) Assael.

  • Education

    • Bachelor cum laude, Harvard University, 1957. Master of Business Administration, University Pennsylvania, 1959. Doctor of Philosophy, Columbia University, 1965.


    • Assistant professor marketing School Business St. John's University, Jamaica, New York, 1962—1965. Assistant professor marketing Hofstra University, Hempstead, 1965—1966. Professor marketing Stern School Business New York University, since 1966, chairman department, 1979—1991.

      Consultant American Telephone & Telegraph Company, New York Stock Exchange, Nestle Company, Inc., Columbia Broadcasting System.


    • Consumer Behavior: A Strategic Approach
    • Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications.
    • Consumer Behavior a Strategic Approach
    • The book introduces decision-making at the beginning, providing students with a framework for understanding the characteristics of and various factors influencing consumer behavior.


    Member American Marketing Association, Association Consumer Research.


    • Married Alyce Friedman, August 19, 1961. Children: Shaun Eric, Brenda Erica.
    • father: Stanley Isaac Assael
    • mother: Anna (Behar) Assael
    • spouse: Alyce Friedman
    • children: Shaun Eric Assael
    • Brenda Erica Assael
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    Born September 12, 1935
    • 1957
      Harvard University
    • 1959
      University Pennsylvania
    • 1965
      Columbia University
    • 1962 - 1965
      Assistant, professor marketing School Business St. John's University
      New York, United States
    • 1965 - 1966
      assistant, professor marketing Hofstra University
      Hempstead, New York, United States