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
Contents: 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.