Laddering : unlocking the potential of consumer behavior /
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 wind...
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| Format: | eBook |
| Language: | English |
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Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2013]
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| Online Access: | Connect to the full text of this electronic book |
| 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. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. |
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| Item Description: | Includes index. Electronic resource. |
| Physical Description: | 1 online resource (xvi, 208 pages) : illustrations. |
| ISBN: | 9781118652978 (electronic bk.) 1118652975 (electronic bk.) |