Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy

Reynolds, Thomas J. (Editor)/ Olson, Jerry C. (Editor)

ISBN 10: 080581731X / ISBN 13: 9780805817317

Published by Lawrence Erlbaum Assoc Inc, 2001

About this Item

1st edition. 447 pages. 9.25x5.75x1.25 inches. In Stock.

Seller Inventory # zk080581731X

Bibliographic Details

• Title: Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy
• Publisher: Lawrence Erlbaum Assoc Inc
• Publication Date: 2001
• Language: English
• ISBN 10: 080581731X
• ISBN 13: 9780805817317
• Binding: Paperback
• Condition: Brand New
• Weight: 0.77 kilograms

About this title

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.

About the Author

Reynolds, Thomas J.; Olson, Jerry C.