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Understanding Consumer Decision Making on Hardback
Understanding Consumer Decision Making on Hardback
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Understanding Consumer Decision Making

The Means-end Approach To Marketing and Advertising Strategy
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Hardback
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Description

The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach. This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.

Author Biography:

Reynolds, Thomas J.; Olson, Jerry C.
Release date Australia
May 1st, 2001
Audiences
  • Postgraduate, Research & Scholarly
  • Professional & Vocational
  • Undergraduate
Contributors
  • Edited by Jerry C. Olson
  • Edited by Thomas J. Reynolds
Pages
466
Dimensions
152x229x37
ISBN-13
9780805817300
Product ID
5863036

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