Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

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Description

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.

  • Author: Thomas J. Reynolds, Jerry C. Olson
  • Publisher: Psychology Press
  • Published: 2001-05
  • Pages: 463
  • ISBN-13: 9781135693169

Additional information

Author

Thomas J. Reynolds, Jerry C. Olson

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