Understanding Consumer Decision Making
Subtitle: The Means-end Approach To Marketing and Advertising Strategy
Contributors: Thomas J. Reynolds (Editor); Jerry C. Olson (Editor)
Edition: 1 edition
Publisher: Lawrence Erlbaum; Psychology Press; L. Erlbaum
Published: June 1, 2001
Language: eng
Format: Paperback
Number of pages: 456
ISBN-13: 9780805817317
Subjects: Advertising; Decision theory: general; Market research; Management; Business / Economics / Finance; Business & Economics; Business/Economics; Marketing; Marketing - Research; Business & Economics / Consumer Behavior; Advertising & Promotion; Consumer behavior
First sentence: The purpose of this introductory chapter is to introduce the means-end approach to those readers who are not familiar with the approach and to refresh the memory of those with greater experience.