Psykologi & pedagogik
The Behavioral Economics of Brand Choice
G Foxall • Jorge M Olivera-Castro • Teresa C Schrezenmaier • V James
Inbunden
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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.
- Format: Inbunden
- ISBN: 9780230006836
- Språk: Engelska
- Antal sidor: 292
- Utgivningsdatum: 2007-06-01
- Förlag: Palgrave Macmillan