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

Synopsis

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.

Additional information

Includes content by:
  • John A. Howard
  • George E. Warren
  • Tom Reynolds
  • Jerry Olson
  • Jerry C. Olson
Publisher: Place of publication:
  • Mahwah, NJ
Publication year:
  • 2001