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Laddering : unlocking the potential of consumer behavior

Author: Eric V Holtzclaw
Publisher: Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
Edition/Format:   eBook : Document : EnglishView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Holtzclaw, Eric V., 1973-
Laddering.
Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
(DLC) 2013008506
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Eric V Holtzclaw
ISBN: 9781118653579 1118653572 9781118652978 1118652975 9781118652961 1118652967
OCLC Number: 835118553
Description: 1 online resource
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.
Responsibility: Eric V. Holtzclaw.

Abstract:

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  Read more...

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