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UNDERSTANDING CONSUMER DECISION MAKING


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    Sinopse

    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.

    Detalhes do Produto

      • Edição:  1
      • Ano de Edição: 2001
      • Ano:  2001
      • País de Produção: Canada
      • Código de Barras:  2000305198547
      • ISBN:  9781135693152

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