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Understanding Consumer Decision Making | 1 Edition

Compare Textbook Prices for Understanding Consumer Decision Making 1 Edition ISBN 9780805817317 by Reynolds, Thomas J.,Olson, Jerry C.
Authors: Reynolds, Thomas J.,Olson, Jerry C.
ISBN:080581731X
ISBN-13: 9780805817317
List Price: $69.99 (up to 92% savings)
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Details about Understanding Consumer Decision Making:

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.

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