The Behavioral Economics of Brand Choice /

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 structu...

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Bibliographic Details
Main Authors:	Foxall, Gordon R. (Author), James, Victoria K. (Author), Oliveira-Castro, Jorge M. (Author), Schrezenmaier, Teresa C. (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2007.
Subjects:	Business and Management. Behavioral/Experimental Economics. Marketing. Business. Economics > Psychological aspects. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	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.
Item Description:	Electronic resource.
Physical Description:	1 online resource (XIX, 292 pages)
ISBN:	9780230596733
DOI:	10.1057/9780230596733