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Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy - Softcover

 
9780805817317: Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy
Softcover
ISBN 10: 080581731X ISBN 13: 9780805817317
Verlag: Routledge, 2001

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

Reynolds, Thomas J.; Olson, Jerry C.

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Verlag
Routledge
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
080581731X
ISBN 13 
9780805817317
Einband
Taschenbuch
Anzahl der Seiten
466
Herausgeber
Reynolds Thomas J.
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Taylor & Francis Verlag GmbH
GPSR@taylorandfrancis.com

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