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.

� propos de l?auteur:

Reynolds, Thomas J.; Olson, Jerry C.

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Articles li�s � Understanding Consumer Decision Making : A Means-End...

Understanding Consumer Decision Making : A Means-End Approach to Marketing and Advertising Strategy

Reynolds, Thomas J. (EDT); Olson, Jerry C. (EDT)

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