Henry Assael is a professor of marketing at New York University's Stern School of Business. He received a B.A. from Harvard, and M.B.A. from the Wharton School, and a Ph.D. from the Columbia Graduate School of Business. He has written over 30 articles for scholarly journals, edited a 40-volume series on the history of advertising, and is author of Consumer Behavior and Marketing Action, Consumer Behavior: A Strategic Approach, Marketing: Principles and Strategy, and Marketing Management – Strategy and Action. He is currently working with CBS in utilizing consumer purchase-behavior criteria for media buying. Dr. Assael is listed in Who's Who in America.
hassael@stern.nyu.edu