G. Foxall, J. Olivera-Castro, T. Schrezenmaier, V. James
Pulgrave-Macmillan
Hardback
312
39234
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.