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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Hardcover) Loot Price: R4,247
Discovery Miles 42 470
Repayment Terms: R398 pm x 12*
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Understanding Consumer Decision Making - The Means-end Approach To Marketing and Advertising Strategy (Hardcover): Thomas J....

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

Thomas J. Reynolds, Jerry C Olson

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Loot Price R4,247 Discovery Miles 42 470 | Repayment Terms: R398 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 37mm (L x W x T)
Format: Hardcover
Pages: 466
ISBN-13: 978-0-8058-1730-0
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: 0-8058-1730-1
Barcode: 9780805817300

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