Understanding Consumer Decision Making

<p>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. <br><br> 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.</p>