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.
Produkteigenschaften
- Artikelnummer: 9780805817300
- Medium: Buch
- ISBN: 978-0-8058-1730-0
- Verlag: Psychology Press
- Erscheinungstermin: 01.05.2001
- Sprache(n): Englisch
- Auflage: Erscheinungsjahr 2001
- Produktform: Gebunden
- Gewicht: 1020 g
- Seiten: 466
- Format (B x H x T): 157 x 235 x 29 mm
- Ausgabetyp: Kein, Unbekannt