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Description - Understanding Consumer Decision Making by Thomas J. Reynolds

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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Book Details

ISBN: 9780805817300
ISBN-10: 0805817301
Format: Hardback
(229mm x 152mm x 37mm)
Pages: 466
Imprint: Psychology Press
Publisher: Taylor & Francis Inc
Publish Date: 12-Jun-2001
Country of Publication: United States

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