Exploring logic construction on MECs to enhance marketing strategy

Abstract

Mathematical models were used to explore research methodology in the field of marketing; however, the methodology was focused more on quantitative than on qualitative methods. Utilizes the mathematical model on deductive technique and flow chart to explain how the means‐end chains (MECs) method establishes the MECs logic construction to apply on computer programming for instituting useful marketing strategies. Based on the mathematically deductive technique and logical construction methods, seeks to enhance the MECs procedure, to describe the procedure of the MECs data collection, and further to transfer tabular data when building a hierarchical value map (HVM). Logic construction on MECs in this research improves the MECs methodology. Moreover, researchers can use the logic construction to understand the MECs procedure and to develop powerful marketing strategies for an enterprise.

Citation

Lin, C. and Fu, H. (2001), "Exploring logic construction on MECs to enhance marketing strategy", Marketing Intelligence & Planning, Vol. 19 No. 5, pp. 362-367. https://doi.org/10.1108/EUM0000000005653