Understanding Consumer Decision Making

The Means-End Approach to Marketing and Advertising Strategy

466 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Themen: Gesellschaft und Sozialwissenschaften Psychologie Kognitive Psychologie
• ISBN: 9780805817317
• Sprache: Englisch
• Erscheinungsdatum: 01.05.2001
• Größe: 229 x 153 mm
• Verlag: Taylor & Francis
• Herausgegeben von: Thomas J Reynolds, Jerry C Olson