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

Name: Understanding Consumer Decision Making
Brand: Taylor & Francis Inc
SKU: 9780805817300
Price: 30950 KES
Availability: OutOfStock
ISBN: 9780805817300

Book Details

Format Hardback

ISBN-10 0805817301

ISBN-13 9780805817300

Publisher Taylor & Francis Inc

Imprint Psychology Press

Country of Manufacture US

Country of Publication GB

Publication Date May 1st, 2001

Print length 466 Pages

Weight 1,020 grams

Product Classification: Decision theory: general Advertising Market research

KSh 30,950.00

Currently unavailable 0 in stock

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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.

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.

Get Understanding Consumer Decision Making by Jerry C. Olson at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Taylor & Francis Inc and it has 466 pages.