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The Behavioural Economics of Brand Choice - 9780230006836

Un libro in lingua di Foxall Gordon R. Olivera-castro Jorge M. Schrezenmaier Teresa C. James Vistoria K. edito da Palgrave Macmillan, 2007

  • € 74.30
  • Il prezzo è variabile in funzione del cambio della valuta d’origine

Understanding consumer choice is central to modern marketing, thought and practice. This volume presents a ground-breaking approach to the analysis of brand choice which is relevant to both marketing practice and social science. This unique analysis reveals the causes of consumer choice that underlie patterns of brand selection; the role of price and non-price elements of the marketing mix in influencing brand choice; a novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases and a new means of analyzing consumer behaviour in terms of elasticity of demand.

Informazioni bibliografiche