Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy - Image 1

£76.99

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

Name: Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
Brand: Psychology Press
Price: 73.59 GBP
Availability: InStock

Careers

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Description

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.

Product Specifications

Brand: Psychology Press
Format: paperback
ASIN: 080581731X
Category: Books > Subjects > Business, Finance & Law > Careers
Domain: Amazon UK
Release Date: 12 June 2001
Listed Since: 23 January 2007

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

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