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.