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The Behavioural Economics of Brand Choice (Hardcover)

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Product Overview

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.


Publisher Palgrave MacMillan
Mfg Part# 9780230006836
SKU 204469044
Format Hardcover
ISBN10 0230006833
Release Date 11/1/2007
Product Attributes
Book Format Hardcover
Number of Pages 0292
Publisher Palgrave MacMillan
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