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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Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Holtzclaw, Eric V., 1973-
Format: Électronique eBook
Langue:Inglés
Publié: Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
Sujets:
Consumer behavior.
Consommateurs > Comportement.
BUSINESS & ECONOMICS > Consumer Behavior.
Consumer behavior
Accès en ligne:Texto completo (Requiere registro previo con correo institucional)
Table des matières:
  • 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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