Professor Assael's research interests and publications are primarily in the areas of media research, market segmentation, advertising evaluation, and survey research methods. Current research includes developing multi-media choice models and developing integrated measures of media effectiveness. He is working with CBS in utilizing consumer purchase behavior criteria for media buying and in assessing qualitative criteria for media selection. He has also worked on segmenting consumers by their sensitivity to marketing stimuli such as price and advertising. He has written over thirty articles for scholarly journals, edited a 33 volume series on the history of marketing, and a 30 volume series on the history of advertising. He is the author of three widely used texts: Consumer Behavior: A Strategic Approach (7 editions), Marketing: Principles and Strategy (three editions), and Marketing Management - Strategy and Action. Professor Assael currently serves as Associate Director of the Center for Measurable Marketing. He received his BA from Harvard, MBA from Wharton, and PhD from Columbia. He has consulted for AT&T, Avon, Nestle, the New York Stock Exchange, the Kennedy Center, the National Academy of Sciences, and most currently, CBS. In his spare time, he likes to sail, play bridge, read about the Civil War, and occasionally pretends to play tennis.

Business Professor