Understanding Consumer Decision Making: The Means-end...

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Business & Economics - Sales & Marketing
Understanding Consumer Decision Making:...

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

Name: Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
ISBN: 9780805817300

Thomas J. Reynolds, Jerry C. Olson

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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.

Категории:

Business & Economics - Sales & Marketing

Година:

2000

Издание:

Език:

english

Страници:

472

ISBN 10:

0805817301

ISBN 13: