The Behavioral Economics of Brand Choice
The Behavioral Economics of Brand Choice
Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9780230006836
Condition
New
Product Description
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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