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

By Thomas J. Reynolds; Jerry C. Olson | Go to book overview

The target audience for this book includes academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. The book is intended as a reference book containing ideas about the means-end approach and its applications; however, it could be used as a textbook supplement for MBA or PhD courses on consumer behavior, advertising, or marketing strategy.

We sincerely hope that managers, researchers in business and academia, and students will find the means-end approach discussed here to be interesting and useful in their work.


ACKNOWLEDGMENTS

This book was a long time in coming, and we are indebted to the many individuals who helped make it possible. Most importantly, we thank the authors who produced excellent chapters for this book and then waited patiently for them to appear in print. We appreciate their creative thinking and good humor. In the same spirit, we thank our editors, Ray O'Connell and Anne Duffy at Lawrence Erlbaum Associates, for their encouragement and helpful suggestions. Jerry thanks his graduate students, Michael Mulvey, Torsten Ringberg, and Glenn Christensen, for their valuable help. Finally, each of us (Tom and Jerry) thanks the other for the good ideas, hard work, and friendship we have shared since the 1970s.

Tom Reynolds and Jerry Olson

-xvii-

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