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Laddering : unlocking the potential of consumer behavior / Eric Holtzclaw.

By: Material type: TextTextPublication details: Hoboken, N.J. : John Wiley & Sons, Inc., c2013.; ©2013Description: xvi, 208 p. ; ill. : 24 cmISBN:
  • 9781118566121 (cloth)
  • 1118566122 (cloth)
Subject(s): Additional physical formats: Online version:: LadderingDDC classification:
  • 658.8/342 23
LOC classification:
  • HF5415.32 .H637 2013
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8342 HO LA (Browse shelf(Opens below)) Available T0023737

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.

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.

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