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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| Autor Corporativo: | |
| Otros Autores: | , , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan
2007.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b36150204*spi |
| Sumario: | 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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| Descripción Física: | XIX, 292 p. |
| Formato: | Forma de acceso: World Wide Web. |
| ISBN: | 9780230596733 |
