UNDERSTANDING CONSUMER DECISION MAKING The Means-End Approach to Marketing and Advertising Strategy

• Other Authors: Reynolds, Thomas J. 1947- (Editor), Olson Jerry C 1944- (Editor)
• Format: Book
• Language: English
• Published: Mahwah, N.J. Psychology Press 2010
• Subjects: Consumer behavior; Marketing > management
• Online Access: Click Here to View Status and Holdings.

 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.