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.
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.
![Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.10.4)
Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
466![Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.10.4)
Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
466eBook
Related collections and offers
Product Details
ISBN-13: | 9781135693152 |
---|---|
Publisher: | Taylor & Francis |
Publication date: | 05/01/2001 |
Sold by: | Barnes & Noble |
Format: | eBook |
Pages: | 466 |
File size: | 3 MB |