Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
, by Reynolds, Thomas J.; Olson, Jerry C.Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780805817317 | 080581731X
- Cover: Paperback
- Copyright: 5/1/2001
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.