Brands economics and the Trojan Horse of pluralism.

Bibliografía : páginas 466-467.

Introduction, 451 ; The significance of brands of economics and how they are positioned, 452 ; Branding and positioning lessons from behavioural economics, 454 ; Complementarities between brands of economics, 456 ; Strategies of stealth, 461 ; The trojan horse of applied pluralistic economics, 463 ; Towards a unified ' Heterodox economics' brand?, 464 ; Concluding comments, 466

This paper examines the current status and prospects of heterodox approaches to economics in relation to the problem of marketing ideas to groups of potential users who see the world in very different ways.