Informazioni su questo prodotto

Product Identifiers

PublisherTaylor & Francis Group

ISBN-10080581731X

ISBN-139780805817317

eBay Product ID (ePID)3038772029

Product Key Features

Number of Pages466 Pages

Publication NameUnderstanding Consumer Decision Making : The Means-End Approach to Marketing and Advertising Strategy

LanguageEnglish

SubjectMarketing / General, Consumer Behavior, General

Publication Year2001

TypeTextbook

Subject AreaPsychology, Business & Economics

AuthorJerry C. Olson

FormatUk-B Format Paperback

Dimensions

Item Height1.1 in

Item Weight30.4 Oz

Item Length8.9 in

Item Width6 in

Additional Product Features

Intended AudienceScholarly & Professional

LCCN99-047703

IllustratedYes

Table Of ContentContents: J.A. Howard, G.E. Warren, Foreword. Preface. Part I: Introduction. J.C. Olson, T.J. Reynolds, The Means-End Approach to Understanding Consumer Decision Making. Part II: Using Laddering Methods to Identify Means-End Chains. T.J. Reynolds, J. Gutman, Laddering Theory, Method, Analysis, and Interpretation. K.G. Grunert, S.C. Beckmann, E. Sørensen, Means-End Chains and Laddering: An Inventory of Problems and an Agenda for Research. T.J. Reynolds, C. Dethloff, S.J. Westberg, Advancements in Laddering. C.E. Gengler, T.J. Reynolds, Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data. Part III: Developing and Assessing Advertising Strategy. T.J. Reynolds, J. Gutman, Advertising Is Image Management. T.J. Reynolds, A.B. Craddock, The Application of the MECCAS Model to the Development and Assessment of Advertising Strategy: A Case Study. J.R. Rossiter, L. Percy, The a-b-e Model of Benefit Focus in Advertising. T.J. Reynolds, D.B. Whitlark, R.B. Wirthlin, Effectively Translating In-Depth Consumer Understanding Into Communications Strategy and Advertising Practice. T.J. Reynolds, C. Gengler, A Strategic Framework for Assessing Advertising: The Animatic Versus Finished Issue. Part IV: The Means-End Approach to Developing Marketing Strategy. T.J. Reynolds, J.P. Rochon, With S.I. Westberg, A Means-End Chain Approach to Motivating the Sales Force: The Mary Kay Strategy. T.J. Reynolds, J.P. Rochon, Consumer Segmentation Based on Cognitive Orientations: The ChemLawn Case. T.J. Reynolds, J. Norvell, Fund-Raising Strategy: Tapping Into Philanthropic Value Orientations. J.A. Norton, T.J. Reynolds, The Application of Means-End Theory in Industrial Marketing. T.J. Reynolds, S.J. Westberg, Beyond Financial Engineering: A Taxonomy of Strategic Equity. Part V: Theoretical Perspectives for Means-End Research. C. Claeys, P.V. Abeele, Means-End Chain Theory and Involvement: Potential Research Directions. J.B. Cohen, L. Warlop, A Motivational Perspective on Means-End Chains. R. Pieters, D. Allen, H. Baumgartner, A Means-End Conceptualization of Goal-Directed Consumer Behavior.

SynopsisThe 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., 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.

LC Classification NumberHF5415.32.U53 2001