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Google圖書搜尋
Understanding Consumer Decision Making
Thomas John Reynolds
Jerry Corrie Olson
其他書名
The Means-end Approach to Marketing and Advertising Strategy
出版
L. Erlbaum
, 2001
主題
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / Research
ISBN
0805817301
9780805817300
URL
http://books.google.com.hk/books?id=A49UAQAACAAJ&hl=&source=gbs_api
註釋
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.