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Laddering : unlocking the potential of consumer behavior / Eric V. Holtzclaw.

By: Holtzclaw, Eric V, 1973-.
Description: xvi, 208 pages : illustrations ; 24 cm.ISBN: 1118566122 (cloth); 9781118566121 (cloth).Subject(s): Consumer behaviorGenre/Form: Print books.DDC classification: 658.8/342
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 -- Confirming and fine-tuning your ladders: The social media family case study -- latticing: finding the overlap in ladders: travel personas case study -- Lensing -- Practical application of laddering : Bissell word-of-mouth marketing case study -- The way foreword.
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Current location Call number Status Date due Barcode Item holds
On Shelf HF5415.32 .H637 2013 (Browse shelf) Available AU0000000001089
Total holds: 0

Includes index.

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 -- Confirming and fine-tuning your ladders: The social media family case study -- latticing: finding the overlap in ladders: travel personas case study -- Lensing -- Practical application of laddering : Bissell word-of-mouth marketing case study -- The way foreword.

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