Laddering: unlocking the potential of consumer behavior /
Holtzclaw, Eric V., 1973-
Laddering: unlocking the potential of consumer behavior / Eric V. Holtzclaw. - Hoboken John Wiley & Sons 2013 - xvi, 208 pages : illustrations ; 24 cm
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.
9781118566121 (cloth) 1118566122 (cloth)
2013008506
Consumer behavior.
HF5415.32 / .H637 2013
658.8342
Laddering: unlocking the potential of consumer behavior / Eric V. Holtzclaw. - Hoboken John Wiley & Sons 2013 - xvi, 208 pages : illustrations ; 24 cm
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.
9781118566121 (cloth) 1118566122 (cloth)
2013008506
Consumer behavior.
HF5415.32 / .H637 2013
658.8342