Methodological and Strategy Development Implications of Decision Segmentation - Means-end decision segmentation offers the marketer a more focused approach to strategy development by its ability to specify the Why's underlying consumer choice.
| Year of publication: |
2006
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| Authors: | Reynolds, Thomas J. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 4, p. 445-461
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