The Behavioral Economics of Brand Choice
Description
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.
Keywords
CONSUMER BEHAVIOR
2007Book
Author(s)Gordon R. Foxall, Jorge M. Olivera-Castro, Teresa C. Schrezenmaier, Vistoria K. James
PublisherPalgrave Macmillan
ISBN9780230006836
LanguageEnglish
