Exploring the Means-End Chain Theory: Deduction, Expansion, and Integration
博士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === In the late 1970s, Gutman and Reynolds (1979) introduced the means-end chain (MEC) theory. The MEC theory has become an important marketing theory. The basic notion of MEC theory is that product attributes are means to help consumers achieve desired ends, name...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/53527896968708849408 |