UNDERSTANDING CONSUMER DECISION MAKING by Thomas J. Reynolds (Editor), Jerry C. Olson (Editor) ( 9780805817317 )

Item Details

Title:

UNDERSTANDING CONSUMER DECISION MAKING
THE MEANS-END APPROACH TO MARKETING AND ADVERTISING STRATEGY

By:

Thomas J. Reynolds (Editor), Jerry C. Olson (Editor)

Format:

Paperback

List price:

£76.99

Our price:

£69.29

Discount:

10% off

You save:

£7.70

ISBN 10:

080581731X

ISBN 13:

9780805817317

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS INC

Pub. date:

1 May, 2001

Pages:

466

Description:

This edited volume aims to 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.

Synopsis:

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.

Publication:

Imprint:

Psychology Press

Returns:

Returnable

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