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

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

Understanding Consumer Decision Making : The Means-end Approach to Marketing and Advertising Strategy. Thomas J. Reynolds

Understanding Consumer Decision Making : The Means-end Approach to Marketing and Advertising Strategy
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Author: Thomas J. Reynolds
Page Count: 466 pages
Published Date: 12 Jun 2001
Publisher: Taylor & Francis Inc
Publication Country: Philadelphia, United States
Language: English
Type: PDF
ISBN: 9780805817317
Download Link: Understanding Consumer Decision Making The Means-end Approach to Marketing and Advertising Strategy
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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.

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