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Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

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ISBN 10: 080581731X / ISBN 13: 9780805817317
Published by Psychology Press, 2001
Used Condition: Good Soft cover
From HPB-Dallas (Dallas, TX, U.S.A.)

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Item may show signs of shelf wear. Pages may include limited notes and highlighting. Includes supplemental or companion materials if applicable. Access codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Bookseller Inventory # mon0001030163

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Bibliographic Details

Title: Understanding Consumer Decision Making: The ...

Publisher: Psychology Press

Publication Date: 2001

Binding: Paperback

Book Condition:Good

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:

Richmont Partners

Pennsylvania State University

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