Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
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- 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.
- Copyright:
- 2001
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781135693152
- Related ISBNs:
- 9781410600844, 9780805817300, 9780805817300, 9780805817317, 9780805817317
- Publisher:
- Taylor and Francis
- Date of Addition:
- 05/21/20
- Copyrighted By:
- Lawrence Erlbaum Associates, Inc.
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Psychology, Sociology
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Thomas J. Reynolds
- Edited by:
- Jerry C. Olson
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- by Thomas J. Reynolds
- by Jerry C. Olson
- in Nonfiction
- in Business and Finance
- in Psychology
- in Sociology