Can I read Understanding Consumer Decision Making : The Means-end Approach To Marketing and Advertising Strategy on EtoBox?

Understanding Consumer Decision Making : The Means-end Approach To Marketing and Advertising Strategy by Thomas J Reynolds; Jerry C Olson; Baker & Taylor, Inc. Informata is a book available to read on EtoBox.

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

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.

Author

Thomas J Reynolds; Jerry C Olson; Baker & Taylor, Inc. Informata

Publisher

Routledge

Published

2001

Language

EN

ISBN

9780805817300

Subjects

Business, Psychology, Management