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

1st Edition

Thomas J. Reynolds, Jerry C. Olson

Psychology Press
Published May 1, 2001
Reference - 466 Pages
ISBN 9780805817317 - CAT# ER5936

For Instructors Request Inspection Copy

USD$84.95

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title