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Understanding Consumer Decision Making : The Means-End Approach to Marketing and Advertising Strategy. 消費者の意思決定を理解する
・ISBN 978-0-8058-1730-0 hard GB£ 171.99
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・ISBN 978-0-8058-1731-7 paper GB£ 87.99
￥27,875.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-4106-0084-4
| 著者・編者 | Reynolds, Thomas J. / Olson, J. C. (eds.), |
|---|---|
| 出版社 | (Lawrence Erlbaum, US) |
| 出版年月 | 2000 |
| ページ数 | 466 pp. |
| 言語 | ENG |
| ニュース番号 | ＜473-566＞ |
解説
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.