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 (coauthored with Eric Joachimsthaler).

• CONTENTSPreface to the Fourth EditionI. INTRODUCTIONA Guide to ConsumerismDAVID A. AAKER AND GEORGE S. DAYII. PERSPECTIVES ON CONSUMERISMA. Historical Perspectives1. The Consumer Movement in Historical PerspectiveROBERT O. HERRMANN2. The Great American GypRALPH NADERB. Current Perspectives3. The Consumer's Real NeedsSIDNEY MARGOLIUS4. Public Policy and the Marketing Practitioner -- Toward Bridging the GapSTEPHEN A. GREYSER5. The Theory and Practice of Swedish Consumer PolicyJ. K. JOHNSSON6. Axioms for Societal MarketingPHILIP KOTLER7. Consumerism Lives!...and GrowsE. PATRICK MCGUIREC. Disadvantaged Consumers8. The Differing Nature of Consumerism in the GhettoALAN R. ANDREASENDiscussion QuestionsIII. THE PREPURCHASE PHASE: CONSUMER INFORMATIONA. Consumer Information Systems9. The Future for Consumer Information SystemsHANS B. THORELLI10. A Plan for Consumer Information System Development, Implementation, and EvaluationDONALD A. DUNN AND MICHAEL L. RAY11. Developing Corporate Consumer Information ProgramsDAVID A. AAKERB. Information Disclosure Requirements12. Assessing the Effects of Information Disclosure RequirementsGEORGE S. DAY13. Consumer Protection: More Information or More Regulation?WILLIAM H. CUNNINGHAM AND ISABELLA C. M. CUNNINGHAM14. Affirmative Disclosure of Nutrition Information and Consumers' Food Preferences: A ReviewTYZOON T. TYEBJEEDiscussion QuestionsIV. THE PREPURCHASE PHASE: ADVERTISINGA. Social Issues in Advertising15. The Social and Economic Effects of AdvertisingDAVID A. AAKER16. The Cultural and Social Impact of Advertising on American SocietyMARY GARDINER JONES17. Statement before the Federal Trade CommissionDONALD M. KENDALLB. Advertising and Children18. Researchers Look at the "Kid Vid" RuleSCOTT WARD19. Can and Should the FTC Restrict Advertising to Children?MICHAEL B. MAZISC. Deceptive Advertising20. Deceptive AdvertisingDAVID A. AAKER21. Recent FTC Actions: Implications for the Advertising StrategistROBERT E. WILKES AND JAMES B. WILCOXDiscussion QuestionsV. THE PURCHASE PHASEA. Selling Practices22. Caveat EmptorWARREN O. MAGNUSON AND JEAN CARPERB. Social Dimensions: Ecology23. Ecological Marketing: Will the Normative Model Become Descriptive?KARL E. HENION II24. A New Milk JugTHOMAS C. KINNEARC. Social Dimensions: Demarketing25. The Energy Crisis and Consumer Conservation: Current Research and Action ProgramsR. BRUCE HUTTON26. Swedish Tobacco Controls -- Precedent Setting "Negative Marketing" ApproachGRAHAM T. T. MOLITORD. Constraints on Choice: Antitrust Issues27. Advertising and CompetitionDAVID A. AAKER28. The Cereal Companies: Monopolists or Super Marketers?PAUL N. BLOOMDiscussion QuestionsVI. THE POSTPURCHASE PHASEA. Warranties and Service29. New Legislation and the Prospects for Real Warranty ReformLAURENCE P. FELDMANB. Safety and Liability30. The Mindless Pursuit of SafetyWALTER GUZZARDI, JR.31. The Devils in the Product Liability LawsBUSINESS WEEK32. A Marketing Manager's Primer on Products LiabilityWILLIAM L. TROMBETTAC. Consumer Satisfaction33. Are Consumers Satisfied?GEORGE S. DAYDiscussion QuestionsVII. RESPONDING TO CONSUMERISMA. Business Responses34. Industrywide Responses to Consumerism PressureGEORGE S. DAY AND DAVID A. AAKER35. Perceptual Differences in Market Transactions: A Source of Consumer FrustrationRONALD J. DORNOFF AND CLINT B. TANKERSLEY36. Business and Society Review Corporate Responsibility AwardsBUSINESS AND SOCIETY REVIEW37. The Courage to Work TogetherC. R. SITTERB. Governmental Regulation38. Regulation: Asking the Right QuestionsPETER H. SCHUCK39. Some Difficulties in Measuring the Costs and Benefits of RegulationRICHARD B. ROSS40. Measuring the Cost of RegulationR. LEE BRUMMET41. Crying WolfJOAN CLAYBROOKDiscussion QuestionsIndex

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.