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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....
About the Author
Richmont Partners
Pennsylvania State University
"About this title" may belong to another edition of this title.
- PublisherRoutledge
- Publication date2001
- ISBN 10 080581731X
- ISBN 13 9780805817317
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages466
- EditorReynolds Thomas J.
- Rating
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