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Understanding Consumer Decision Making

Brand: Psychology Press
Manufacturer: Routledge
ISBN 080581731X
EAN: 9780805817317
Category: Paperback (Decision-Making & Problem Solving)
List Price: $100.00
Price: $66.24  (Customer Reviews)
You Save: $33.76 (34%)
Dimension: 9.00 x 6.00 x 1.05 inches
Shipping Wt: 1.70 pounds. FREE Shipping (Details)
Availability: In Stock
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Product Description

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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