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Understanding consumer decision making : the means-end approach to marketing and advertising strategy

著者: Thomas J Reynolds; Jerry C Olson
出版商: Mahwah, N.J. : L. Erlbaum, 2001.
版本/格式:   图书 : 英语查看所有的版本和格式
数据库:WorldCat
提要:

This edited volume aims to help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer  再读一些...

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类型/形式: Aufsatzsammlung
材料类型: 互联网资源
文件类型: 书, 互联网资源
所有的著者/提供者: Thomas J Reynolds; Jerry C Olson
ISBN: 0805817301 9780805817300 080581731X 9780805817317
OCLC号码: 42462841
描述: xvii, 447 pages : illustrations ; 24 cm
内容: Means-end approach to understanding consumer decision making / Jerry C. Olson and Thomas J. Reynolds --
Laddering theory, method, analysis, and interpretation / Thomas J. Reynolds and Jonathan Gutman --
Means-end chains and laddering : an inventory of problems and an agenda for research / Klaus G. Grunert, Suzanne C. Beckmann, and Elin Sørensen --
Advancements in laddering / Thomas J. Reynolds, Clay Dethloff, and Steven J. Westberg --
Consumer understanding and advertising strategy : analysis and strategic translation of laddering data / Charles E. Gengler and Thomas J. Reynolds --
Advertising is image management / Thomas J. Reynolds and Jonathan Gutman --
Application of the MECCAS model to the development and assessment of advertising strategy : a case study / Thomas J. Reynolds and Alyce Byrd Craddock --
A-b-e model of benefit focus in advertising / John R. Rossiter and Larry Percy --
Effectively translating in-depth consumer understanding into communications strategy and advertising practice / Thomas J. Reynolds, David B. Whitlark, and Richard B. Wirthlin --
Strategic framework for assessing advertising : the animatic versus finished issues / Thomas J. Reynolds and Charles Gengler --
Means-end chain approach to motivating the sales force : the Mary Kay strategy / Thomas J. Reynolds and John P. Rochon with Steven I. Westberg. Consumer segmentation based on cognitive orientations : the ChemLawn case / Thomas J. Reynolds and John P. Rochon --
Fund-raising strategy : tapping into philanthropic value orientations / Thomas J. Reynolds and James Norvell --
Application of means-end theory in industrial marketing / John A. Norton and Thomas J. Reynolds --
Beyond financial engineering : a taxonomy of strategic equity / Thomas J. Reynolds and Steven J. Westberg --
Means-end chain theory and involvement : potential research directions / Christel Claeys and Piet Vanden Abeele --
Motivational perspective on means-end chains / Joel B. Cohen and Luk Warlop --
Means-end conceptualization of goal-directed consumer behavior / Rik Pieters, Doug Allen, and Hans Baumgartner.
责任: edited by Thomas J. Reynolds, Jerry C. Olson.
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