Understanding consumer decision making: the means-end approach to marketing and advertising strategy
Éditeur :
Taylor & Francis Inc
ISBN :
9780805817300
Date de publication :
1 mai 2001
Dimensions :
22,9 x 15,2 cm
Poids :
1020 g
Langue :
Anglais
Pays d'origine :
USA
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.