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The Behavioral Economics of Brand Choice 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Foxall, Gordon R./ Olivera-castro, Jorge M./ Schrezenmaier, Teresa C./ James, Vistoria K. 作者

Palgrave Macmillan

译者

2007-11 出版日期

312 页数

$ 118.65 价格

HRD

丛书系列

9780230006836 图书编码

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The Behavioral Economics of Brand Choice 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The Behavioral Economics of Brand Choice 在线电子书图书描述

This book applies methods for the analysis of consumer choice developed by behavioral psychologists in order to understand animal behavior in economic terms to the study of human consumers' brand choices in real-world markets for fast-moving consumer products. This unique development 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 and novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases

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