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出版Springer, 2007-06-27
主題Business & Economics / Marketing / GeneralBusiness & Economics / Economics / TheoryBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Consumer Behavior
ISBN02305967389780230596733
URLhttp://books.google.com.hk/books?id=qYOHDAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.