Understanding Consumer Decision Making
Language: English
Published by Routledge (edition 1), 2001
- Softcover
- Used
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Seller Inventory # 080581731X-7-1
- Title
- Understanding Consumer Decision Making
- Author
- Reynolds, Thomas J.
- Publisher
- Routledge (edition 1)
- Publication year
- 2001
- Condition
- Fair
- Binding
- Paperback
- Language
- English
- ISBN 10
- 080581731X
- ISBN 13
- 9780805817317
- Edition
- 1.
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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