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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Paperback) Loot Price: R2,549

Discovery Miles 25 490

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 R2,549 Discovery Miles 25 490 | Repayment Terms: R239 pm x 12*

Expected to ship within 12 - 19 working days

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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 Promotions
LSN:	0-8058-1731-X
Barcode:	9780805817317