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The goal of this book is to help business managers and academic researchers understand the meansend perspective and the methods by which it is used, and to demonstrate how to use the meansend approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the meansend approach to marketing and advertising problems, and describe the conceptual foundations of the meansend 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 meansend approach and its applications.
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