Holtzclaw, Eric,  1973- <br/><br/>
Laddering :  unlocking the potential of consumer behavior / 
Eric Holtzclaw. 
 - Hoboken, N.J. :  John Wiley & Sons, Inc.,  c2013.  ©2013 
 - xvi, 208 p. ;  ill. :  24 cm. 
<br/><br/>History -- The need for laddering : BellSouth case study: but would you? -- Laddering defined : cruise line case study -- The steps to laddering : the social TV case study -- Confirming and fine-tuning your ladders: The social media family case study -- latticing: finding the overlap in ladders: travel personas case study -- Lensing -- Practical application of laddering : Bissell word-of-mouth marketing case study -- The way foreword. 
<br/><br/> Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. 
<br/><br/><label>ISBN: </label>9781118566121 (cloth) 1118566122 (cloth) 
<br/><br/><label>LCCN: </label>2013008506 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior.
<br/><br/><label>LC Class. No.: </label>HF5415.32  / .H637 2013 
<br/><br/><label>Dewey Class. No.: </label>658.8/342