ABSTRACT
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.
TABLE OF CONTENTS
part I|2 pages
The Means-End Approach to Understanding Consumer Decision
part II|4 pages
USING LADDERING METHODS TO IDENTIFY MEANS-END CHAINS
part III|2 pages
DEVELOPING AND ASSESSING ADVERTISING STRATEGY
part IV|4 pages
THE MEANS-END APPOACH TO DEVELOPING MARKETING STRATEGY
part V|2 pages
THEORETICAL PERSPECTIVES FOR MEANS-END RESEARCH