Behavioral economics of brand choice, the
Auteur :
Foxall, G. / Olivera-Castro, Jorge M. / Schrezenmaier, Teresa C. / James, V.
Éditeur :
Palgrave Macmillan
ISBN :
9780230006836
Date de publication :
27 juin 2007
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This text presents a cutting edge approach to the analysis of brand choice, relevant to marketing practice and social science. This analysis reveals the causes of consumer choice that underlie brand selection; the role of price and non-price elements of marketing; a new way of describing the structure of markets and analyzing consumer behaviour.