Laddering
Subtitle: unlocking the potential of consumer behavior
By: Eric V. Holtzclaw
Published: 2013
Language: eng
Number of pages: 208
ISBN-13: 9781118566121
Subjects: Consumer behavior
Notes: Includes index.
Table of contents: title: History; title: The need for laddering : BellSouth case study: but would you?; title: Laddering defined : cruise line case study; title: The steps to laddering : the social TV case study; title: Confirming and fine-tuning your ladders: The social media family case study; title: Latticing: finding the overlap in ladders: travel personas case study; title: Lensing; title: Practical application of laddering : Bissell word-of-mouth marketing case study; title: The way foreword.