Understanding Consumer Decision Making: The Means-end Approach to Marketing and Advertising Strategy
Thomas John Reynolds, Jerry Corrie Olson
L. Erlbaum, 2001 - Business & Economics - 447 pages
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.