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.
- ISBN10 058538701X
- ISBN13 9780585387017
- Publish Date 11 September 2014
- Publish Status Active
- Publish Country US
- Publisher Taylor & Francis Inc
- Imprint Lawrence Erlbaum Associates Inc
- Format eBook
- Pages 467
- Language English