Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy (Paperback)
  • Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy (Paperback)
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Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy (Paperback)

(editor), (editor)
£51.99
Paperback 466 Pages / Published: 12/06/2001
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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.

Publisher: Taylor & Francis Inc
ISBN: 9780805817317
Number of pages: 466
Weight: 658 g
Dimensions: 229 x 152 x 31 mm

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