Laddering : unlocking the potential of consumer behavior /

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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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Holtzclaw, Eric V., 1973-
Format: Electronic eBook
Language:Inglés
Published: Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
Subjects:
Consumer behavior.
Consommateurs > Comportement.
BUSINESS & ECONOMICS > Consumer Behavior.
Consumer behavior
Online Access:Texto completo (Requiere registro previo con correo institucional)
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.

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