Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy
Thomas J. Reynolds; Jerry C. Olson
Language: English
Published by Lawrence Erlbaum Associates, 2001
- First Edition
- Hardcover
- Used
Seller: killarneybooks, Inagh, Clare, Irelandkillarneybooks
AbeBooks seller since April 20, 2017
Condition: Used - Near fine
£ 36.94
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Oversized hardcover, xvii + 447 pages, NOT ex-library. Weight 940g. Book is clean and bright throughout with unmarked text, free of inscriptions and stamps, firmly bound. Minor handling wear. Issued without a dust jacket. -- An exploration of consumer behaviour through the lens of the means-end approach. This book provides valuable insights into how consumers make decisions by connecting product attributes with personal values and benefits. The means-end approach offers a structured framework for understanding these connections and helps marketers create strategies that resonate with consumers' deeper motivations. With contributions from experts in the field, the book covers various aspects of consumer decision-making processes, including the importance of values in consumption, hierarchical decision models, and the integration of this approach into marketing and advertising strategies. It also discusses how this framework can be used to develop more effective advertising messages and market positioning, making it a crucial resource for marketing professionals, advertisers, and business strategists. By focusing on the psychological underpinnings of consumer choices, this volume sheds light on the implicit reasons why people choose specific products and brands. It offers tools for improving communication and understanding consumer values, thus helping brands better align their products with customer needs.…
Seller Inventory # 010628
- Title
- Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy
- Author
- Thomas J. Reynolds; Jerry C. Olson
- Publisher
- Lawrence Erlbaum Associates
- Publication year
- 2001
- Condition
- Near Fine
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0805817301
- ISBN 13
- 9780805817300
- Edition
- 1st Edition
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.
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
killarneybooks
Inagh, Clare, Ireland
AbeBooks seller since April 20, 2017
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All U.S.-bound orders are now shipped with UPS for reliable delivery. Additional customs or import fees are highly unlikely; however, please note buyers remain responsible for any duties or taxes that U.S. Customs may assess. -- Killarneybooks is a family-run bookshop based in the Republic of Ireland. We take pride in accurate listings, careful packaging, and prompt service - most orders ship within 24 hours. All books listed are in stock and ready for immediate dispatch - we are not dropshippers. Inquiries always welcome.…
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