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Understanding Consumer Decision Making
Udgivet af Taylor & Francis Inc
ISBN
9780805817317
Om denne bog
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 interviewin…
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Bogdetaljer
Forlag
Taylor & Francis Inc
Kategori
Miljø: videnskab, teknik & teknologi
ISBN-13
9780805817317
EAN
9780805817317
Format
Hæftet
Publication_Date
1
Sprog
Engelsk
sider
466
Produktbeskrivelse
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.
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