A business' demand for a good is based on the price of the good. When prices rise, the business will buy less of the good. When prices drop, the business will purchase more of the good. A business' ...

William Baumol writes in "Economics: Principles and Policy" that the total monetary utility of a collection of goods to a consumer is equal to the largest amount of money the consumer will pay in ...

As a marketer, especially if you're a senior marketer, you likely have a pretty good idea of what price elasticity is. So let's use that as an introduction to the idea of brand elasticity. If you ...