Laddering : unlocking the potential of consumer behavior - Holtzclaw, Eric V., 1973- (Hoboken, New Jersey : John Wiley & Sons, Inc., 2013)
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
Includes index
Keywords: Consumer behavior