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Understanding Consumer Decision Making : The Means-end Approach To Marketing and Advertising Strategy by Thomas John Reynolds; Jerry Corrie Olson is a book available to read on EtoBox.

What is Understanding Consumer Decision Making : The Means-end Approach To Marketing and Advertising Strategy about?

<p>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. <P>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.</p> <h3>Booknews</h3> <p>Researchers and practitioners explain to business managers and academics how the means-end approach to understanding customers can help them design better marketing and advertising strategy. They discuss methodological issues regarding interviewing, present applications to marketing and advertising problems, and describe the conceptual foundations. About a third of the text is reprinted Annotation c. Book

Author

Thomas John Reynolds; Jerry Corrie Olson

Publisher

Lawrence Erlbaum; Psychology Press; L. Erlbaum

Published

2000

Language

EN

ISBN

9780805817300

Subjects

Psychology, Finance, Business