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Understanding Consumer Decision Making: The Means-end Approach To Marketing
- Item No : 167041678173
- Condition : Brand New
- Brand : No brand Info
- Seller : loveourprices2
- Current Bid : US $112.65
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* Item Description
- 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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