Understanding Consumer Decision Making

Reynolds, Thomas J.

ISBN 10: 080581731X / ISBN 13: 9780805817317

Edité par Routledge (edition 1), 2001

The item might be beaten up but readable. May contain markings or highlighting, as well as stains, bent corners, or any other major defect, but the text is not obscured in any way. N° de réf. du vendeur 080581731X-7-1

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.

À propos de l?auteur: Reynolds, Thomas J.; Olson, Jerry C.

Détails bibliographiques

Titre : Understanding Consumer Decision Making
Éditeur : Routledge (edition 1)
Date d'édition : 2001
Reliure : Paperback
Etat : Fair
Edition : 1.