| Description |
xvii, 447 p. : ill. ; 24 cm. |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
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 Sorensen -- 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. |
| Subject |
Consumer behavior.
|
|
Marketing -- Management.
|
| Added Author |
Reynolds, Thomas J. (Thomas John), 1947-
|
|
Olson, Jerry C. (Jerry Corrie), 1944-
|
| ISBN |
0805817301 (cloth : alk. paper) |
|
080581731X (pbk. : alk. paper) |
|
