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{ "item_title" : "Understanding Consumer Decision Making", "item_author" : [" Thomas J. Reynolds", "Jerry C. Olson "], "item_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.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/0/80/581/730/0805817301_b.jpg", "price_data" : { "retail_price" : "200.00", "online_price" : "200.00", "our_price" : "200.00", "club_price" : "200.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }
Understanding Consumer Decision Making|Thomas J. Reynolds

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

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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.

This item is Non-Returnable

Details

  • ISBN-13: 9780805817300
  • ISBN-10: 0805817301
  • Publisher: Psychology Press
  • Publish Date: May 2001
  • Dimensions: 9.28 x 6.37 x 1.46 inches
  • Shipping Weight: 1.99 pounds
  • Page Count: 466

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