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Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy - Hardcover
Synopsis
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.
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About the Author
Richmont Partners
Pennsylvania State University
"About this title" may belong to another edition of this title.
- PublisherPsychology Press
- Publication date2001
- ISBN 10 0805817301
- ISBN 13 9780805817300
- BindingHardcover
- LanguageEnglish
- Edition number1
- Number of pages466
- EditorReynolds Thomas J., Olson Jerry C.
- Rating
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Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
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Understanding Consumer Decision Making : The Means-End Approach to Marketing and Advertising Strategy
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Taylor & Francis Group, 2001
ISBN 10: 0805817301
ISBN 13: 9780805817300
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Contours of the Fantastic: Selected Essays from the Eighth International Conference on the Fantastic in the Arts (Contributions to the Study of Science Fiction and Fantasy)
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Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy
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Lawrence Erlbaum Associates, 2001
ISBN 10: 0805817301
ISBN 13: 9780805817300
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First Edition
Seller: killarneybooks, Inagh, CLARE, Ireland
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Hardcover. Condition: Near Fine. 1st Edition. Oversized hardcover, xvii + 447 pages, NOT ex-library. Weight 940g. Book is clean and bright throughout with unmarked text, free of inscriptions and stamps, firmly bound. Minor handling wear. Issued without a dust jacket. -- An exploration of consumer behaviour through the lens of the means-end approach. This book provides valuable insights into how consumers make decisions by connecting product attributes with personal values and benefits. The means-end approach offers a structured framework for understanding these connections and helps marketers create strategies that resonate with consumers' deeper motivations. With contributions from experts in the field, the book covers various aspects of consumer decision-making processes, including the importance of values in consumption, hierarchical decision models, and the integration of this approach into marketing and advertising strategies. It also discusses how this framework can be used to develop more effective advertising messages and market positioning, making it a crucial resource for marketing professionals, advertisers, and business strategists. By focusing on the psychological underpinnings of consumer choices, this volume sheds light on the implicit reasons why people choose specific products and brands. It offers tools for improving communication and understanding consumer values, thus helping brands better align their products with customer needs. Seller Inventory # 010628
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