Holzclaw, Eric V. <br/><br/>
Laddering :  unlocking the potential of consumer behavior / 
Eric V. Holtzclaw 
 - Hoboken, New Jersey :  John Wiley & Son, Inc.,  c2013 
 - xvi, 208 pages :  illustrations ;  24 cm. 
<br/><br/>Includes index. 
<br/><br/>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 
<br/><br/> Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze. 
<br/><br/><label>ISBN: </label>9781118566121 
<br/><br/><label>Subjects--Topical Terms: </label><br/>CONSUMER BEHAVIOR
<br/><br/><label>LC Class. No.: </label>HF 5415.32 .H65 2013