Understanding Consumer Decision Making

Understanding Consumer Decision Making
Nettpris
Nettpris
351,- 351,-
Førpris 439,- Spar 88,-
Førpris 439,- Spar 88,-
E-Bok
Format E-Bok
Kopisperre Teknisk DRM
Filformat PDF
Utgivelsesår 2001
Forlag Taylor and Francis
Språk Engelsk
ISBN 9781410600844
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Om Understanding Consumer Decision Making

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.


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