Understanding Consumer Decision Making : The Means-end Approach To Marketing and Advertising Strategy
Book Details
Format
Hardback or Cased Book
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 27,900.00
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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.
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.
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