The Behavioral Economics of Brand Choice

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

The Behavioral Economics of Brand Choice
Format
Hardback
Publisher
Palgrave Macmillan
Country
United Kingdom
Published
27 June 2007
Pages
292
ISBN
9780230006836

The Behavioral Economics of Brand Choice

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

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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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