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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Paperback)
Loot Price: R1,587
Discovery Miles 15 870
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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Paperback)
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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.
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