The Behavioral Economics of Brand C - E-book

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The Behavioral Economics Of Brand Choice - ENG

G. Foxall; Jorge M. Olivera-Castro; Teresa C. Schrezenmaier; V. James

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Sinopsis

ISBN:	9780230596733
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2007-06-27

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.

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