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.

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Reynolds, Thomas J.; Olson, Jerry C.

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Articles li�s � Understanding Consumer Decision Making: The Means-end...

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

Reynolds, Thomas J. [Editor]; Olson, Jerry C. [Editor];

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