Understanding Consumer Decision Making
The Means-end Approach to Marketing and Advertising Strategy
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Understanding Consumer Decision Making by Thomas J. Reynolds
Book DescriptionThe 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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Book DetailsISBN: 9780805817300
(229mm x 152mm x 37mm)
Imprint: Psychology Press
Publisher: Taylor & Francis Inc
Publish Date: 12-Jun-2001
Country of Publication: United States
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