Laddering [[electronic resource] ] : unlocking the potential of consumer behavior / / Eric V. Holtzclaw ; [illustrations by Kaitlyn Holtzclaw]
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| Autore: |
Holtzclaw Eric <1973->
|
| Titolo: |
Laddering [[electronic resource] ] : unlocking the potential of consumer behavior / / Eric V. Holtzclaw ; [illustrations by Kaitlyn Holtzclaw]
|
| Pubblicazione: | Hoboken, N.J., : John Wiley & Sons, Inc., 2013 |
| Edizione: | 1st edition |
| Descrizione fisica: | 1 online resource (226 p.) |
| Disciplina: | 658.8/342 |
| Soggetto topico: | Consumer behavior |
| Soggetto genere / forma: | Electronic books. |
| Altri autori: |
HoltzclawKaitlyn
|
| Note generali: | Includes index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. Learn to ask the right questions from your customers, use it to analyze |
| Titolo autorizzato: | Laddering |
| ISBN: | 1-118-65297-5 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910462651503321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |