Mapa Hierárquico de Valor: Um Tutorial Para Sua Construção Manual
Authors of Marketing articles that use Means-End Theory to get to consumers´ final values pursued when purchasing goods and services often use the laddering technique in interviews aimed at primary evidence. The treatment of this evidence is usually done through hierarchical values maps (HVM), show...
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| Format: | Article |
| Language: | English |
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Universidade Federal da Paraíba
2016-06-01
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| Series: | Teoria e Prática em Administração |
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| Online Access: | http://periodicos.ufpb.br/ojs2/index.php/tpa/article/view/27395/15653 |