Download ~ Understanding Consumer Decision Making # by Thomas J. Reynolds & Jerry C. Olson ~ eBook PDF Kindle ePub Free

eBook details

• Title: Understanding Consumer Decision Making
• Author : Thomas J. Reynolds & Jerry C. Olson
• Release Date : January 01, 2001
• Genre: Marketing & Sales,Books,Business & Personal Finance,Health, Mind & Body,Psychology,
• Pages : * pages
• Size : 3727 KB

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.

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