Управление на недвижима собственост и анализ чрез вериги „средство-цел“
Property Management and Means-End Chain Analysis

Author(s): Georgi Zabunov
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: means-end chain analysis; marketing strategy; property management; consumer values
Summary/Abstract: The means-end chain analysis is a powerful tool for studying consumer behaviour in order to develop effective marketing strategies. That is why this research tool is very interesting to property management theory and practice. The problem is that the modern property management usually is global business while means-end chain analysis should be adapted to local cultural and value characteristics. To develop a universal system of means-end chain analysis for the property management is a serious challenge. The report proposes an approach for adapting the classic means-end chain analysis in the field of modern property management. The approach has been tested on a limited group of students and the results are presented in the report.

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