||0 of 0 people found the following review helpful.| If you really want to go deep into means-end chains|By Jacqueline H. Beckley|Very dense and valuable for people who really want to dig into the subject of means-end chain.|1 of 1 people found the following review helpful.| An excellent approach for understanding consumers|By Vilsan Corneliu|The book deals with a relatively lit
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-e...
[PDF.pt04] Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy Rating: 3.59 (625 Votes)
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