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
Published: October 2000
Language: eng
Format: Hardcover
Number of pages: 464
ISBN-13: 9780805817300
Subjects: Advertising; Decision theory: general; Market research; Management; Marketing Research; Business & Economics; Business / Economics / Finance; 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.