Understanding Consumer Decision Making
The Means-end Approach To Marketing and Advertising Strategy
Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Health & Well Being, Psychology
| Author: | ISBN: | 9781135693152 | |
| Publisher: | Taylor and Francis | Publication: | May 1, 2001 |
| Imprint: | Psychology Press | Language: | English |
| Author: | |
| ISBN: | 9781135693152 |
| Publisher: | Taylor and Francis |
| Publication: | May 1, 2001 |
| Imprint: | Psychology Press |
| Language: | English |
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.
