Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 080581731X
• ISBN13: 9780805817317
• Release Date: June 2001
• Publisher: Psychology Press
• Length: 466 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.2" x 6.0" x 9.0"