Understanding Consumer Decision Making

ISBN 10: 080581731X / ISBN 13: 9780805817317

Published by Routledge, 2001

About this Item

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Bibliographic Details

• Title: Understanding Consumer Decision Making
• Publisher: Routledge
• Publication Date: 2001
• Language: English
• ISBN 10: 080581731X
• ISBN 13: 9780805817317
• Binding: paperback
• Condition: Very 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

Reynolds, Thomas J.; Olson, Jerry C.