Understanding Consumer Decision Making : A Means-End Approach to Marketing and Advertising Strategy
Reynolds, Thomas J. (EDT); Olson, Jerry C. (EDT)
Language: English
Published by Routledge, 2001
- Softcover
- Used
Seller: GreatBookPricesUK, Woodford Green, United KingdomGreatBookPricesUK
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- Title
- Understanding Consumer Decision Making : A Means-End Approach to Marketing and Advertising Strategy
- Author
- Reynolds, Thomas J. (EDT); Olson, Jerry C. (EDT)
- Publisher
- Routledge
- Publication year
- 2001
- Condition
- As New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 080581731X
- ISBN 13
- 9780805817317
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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GreatBookPricesUK
Woodford Green, United Kingdom
AbeBooks seller since January 28, 2020
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