Understanding Consumer Decision Making : The Means-End Approach to Marketing and Advertising Strategy

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Understanding Consumer Decision Making : The Means-End Approach to Marketing and Advertising Strategy by Reynolds, Thomas J.; Olson, Jerry C., 9781410600844
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  • ISBN: 9781410600844 | 141060084X
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  • Copyright: 6/12/2001

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This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.