The Behavioral Economics of Brand Choice

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

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2007-06-27

Format: Hardcover

ISBN-13: 9780230006836

DOI: 10.1057/9780230596733

Dimensions: 216cm x140cm

Pages: 292