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...

Full description

Bibliographic Details
Main Author:	Holtzclaw, Eric V., 1973-
Corporate Author:	ebrary, Inc
Format:	eBook
Language:	English
Published:	Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
Subjects:	Consumer behavior. BUSINESS & ECONOMICS / Consumer Behavior. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of 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.