The Behavioral Economics of Brand Choice (Hardcover)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Release date:	June 2007
First published:	2007
Authors:	G. Foxall • Jorge M. Olivera-Castro • Teresa C. Schrezenmaier • V James
Dimensions:	216 x 140 x 22mm (L x W x T)
Format:	Hardcover
Pages:	292
ISBN-13:	978-0-230-00683-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	0-230-00683-3
Barcode:	9780230006836

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