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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Paperback) Loot Price: R2,551
Discovery Miles 25 510
Repayment Terms: R239 pm x 12*
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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Paperback): Thomas J....

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

Thomas J. Reynolds, Jerry C Olson

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Loot Price R2,551 Discovery Miles 25 510 | Repayment Terms: R239 pm x 12*

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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.

General

Imprint: Psychology Press
Country of origin: United States
Release date: May 2001
First published: 2001
Editors: Thomas J. Reynolds • Jerry C Olson
Dimensions: 229 x 152 x 26mm (L x W x T)
Format: Paperback
Pages: 466
ISBN-13: 978-0-8058-1731-7
Categories: Books > Reference & Interdisciplinary > Communication studies > Decision theory > General
Books > Business & Economics > Business & management > Sales & marketing > Market research
Books > Business & Economics > Business & management > Sales & marketing > Advertising
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LSN: 0-8058-1731-X
Barcode: 9780805817317

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