Understanding Consumer Decision Making by Thomas J Reynolds
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.
Reynolds, Thomas J.; Olson, Jerry C.
| SKU | Unavailable |
| ISBN 13 | 9780805817300 |
| ISBN 10 | 0805817301 |
| Title | Understanding Consumer Decision Making |
| Author | Thomas J Reynolds |
| Condition | Unavailable |
| Publisher | Taylor & Francis Inc |
| Year published | 2001-05-01 |
| Number of pages | 466 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |