Tags
Language
Tags
<<
December 2024
Su Mo Tu We Th Fr Sa
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31 1 2 3 4
  1. Home
  2. eBooks & eLearning
  3. Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

Posted By: insetes
Date: 25 Sep 2019 09:35:08
Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy By Thomas J. Reynolds, Jerry C. Olson
2000 | 472 Pages | ISBN: 0805817301 | PDF | 7 MB


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.
UPWARDS