UNDERSTANDING CONSUMER DECISION MAKING The Means-End Approach to Marketing and Advertising Strategy
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 r...
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| Other Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Mahwah, N.J.
Psychology Press
2010
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Consumer behavior in marketing strategy