The Behavioural Economics of Brand Choice

by Gordon R . Foxall (Author), JorgeM.ProfessorOlivera-Castro (Author), VictoriaK.James (Author)

• New

  Hardcover
  2007

  $127.81

  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.