{"product_id":"laddering-unlocking-the-potential-of-consumer-behavior-hardback-9781118566121","title":"Laddering; Unlocking the Potential of Consumer Behavior (Hardback) 9781118566121","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eLaddering\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eUnlocking the Potential of Consumer Behavior\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eEric V. Holtzclaw (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118566121, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 23 August 2013\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e23.1 x 16 x 2.1 cm, 0.404 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eMarketing and product development best practices for a fragmented economy\u003c\/b\u003e  \u003cp\u003eThe 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. \u003ci\u003eLaddering\u003c\/i\u003e explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service.\u003c\/p\u003e \u003cp\u003eUse \u003ci\u003eLaddering\u003c\/i\u003e techniques to map your customer's DNA and understand why consumers buy from you.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHelps you look at your customers in a new way and as a result maximize your profits and reduce your support costs\u003c\/li\u003e \u003cli\u003eProvides a framework for evaluating what marketing messages, campaigns and experiences are appropriate\u003c\/li\u003e \u003cli\u003eAuthor Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eYou must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. \u003ci\u003eLaddering\u003c\/i\u003e offers the tools and knowledge you need to thrive.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eChapter 1 History 1\u003c\/p\u003e \u003cp\u003eChapter 2 The Need for Laddering 19\u003cbr\u003e\u003ci\u003eBellSouth Case Study: But Would You? \u003c\/i\u003e37\u003c\/p\u003e \u003cp\u003eChapter 3 Laddering Defined 45\u003cbr\u003e\u003ci\u003eCruise Line Case Study \u003c\/i\u003e59\u003c\/p\u003e \u003cp\u003eChapter 4 The Steps to Laddering 65\u003cbr\u003e\u003ci\u003eThe Social TV Case Study \u003c\/i\u003e80\u003c\/p\u003e \u003cp\u003eChapter 5 Confirming and Fine-Tuning Your Ladders 91\u003cbr\u003e\u003ci\u003eThe Social Media Family Case Study \u003c\/i\u003e106\u003c\/p\u003e \u003cp\u003eChapter 6 Latticing: Finding the Overlap in Ladders 117\u003cbr\u003e\u003ci\u003eTravel Personas Case Study \u003c\/i\u003e135\u003c\/p\u003e \u003cp\u003eChapter 7 Lensing 143\u003c\/p\u003e \u003cp\u003eChapter 8 Practical Application of Laddering 165\u003cbr\u003e\u003ci\u003eBISSELL Word-of-Mouth Marketing Case Study \u003c\/i\u003e182\u003c\/p\u003e \u003cp\u003eChapter 9 The Way Forward 189\u003c\/p\u003e \u003cp\u003eIndex 203\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52417784742168,"sku":"9781118566121","price":17.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118566121_269832.jpg?v=1784509291","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/laddering-unlocking-the-potential-of-consumer-behavior-hardback-9781118566121","provider":"Freshly Printed Books","version":"1.0","type":"link"}