ABSTRACT
This book concerns means-end theory-how it is developed and how it is applied. This chapter illustrates the applications of means-end theory and laddering and equity analysis, in particular, to a number of business-to-business applications. Our goal is to show how business marketers operating in a wide variety of industries have used these tools and to encourage others to use them to enhance their understanding of buyer behavior. Such understanding is required to achieve leverageable and sustainable competitive advantage.
