دانلود کتاب Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy

Name: Understanding Consumer Decision Making: The Means-end Approach To Marketing and Advertising Strategy
Availability: InStock
Author: Thomas J. Reynolds
ISBN: 0805817301, 9780805817300, 9780585387017

by Thomas J. Reynolds

عنوان فارسی: درک تصمیم گیری مصرف کننده: رویکرد هدفی برای بازاریابی و استراتژی های تبلیغاتی
سال: 2000
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 472-463
شابک: 0805817301, 9780805817300, 9780585387017
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 6.00 مگابایت

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جزییات کتاب

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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