TY  - BOOK
AU  - Marder, Eric
TI  - The laws of choice: predicting customer behavior
SN  - 0684835452
U1  - 658.8342 
PY  - 1997///
CY  - New York: 
PB  - The Free Press
KW  - attitudes
KW  - brand positioning
KW  - budget
KW  - choice of research
KW  - concept testing
KW  - consumer behaviour
KW  - deserved share
KW  - law of persistance
KW  - law of primacy
KW  - measuring advertising
KW  - measuring choice
KW  - motivation research
KW  - paired comparisions
KW  - price testing
KW  - print ads
KW  - product testing
KW  - synthesized offers
KW  - television commercials
ER  -