Description

Book Synopsis
Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window.

Table of Contents

Preface ix

Chapter 1 History 1

Chapter 2 The Need for Laddering 19
BellSouth Case Study: But Would You? 37

Chapter 3 Laddering Defined 45
Cruise Line Case Study 59

Chapter 4 The Steps to Laddering 65
The Social TV Case Study 80

Chapter 5 Confirming and Fine-Tuning Your Ladders 91
The Social Media Family Case Study 106

Chapter 6 Latticing: Finding the Overlap in Ladders 117
Travel Personas Case Study 135

Chapter 7 Lensing 143

Chapter 8 Practical Application of Laddering 165
BISSELL Word-of-Mouth Marketing Case Study 182

Chapter 9 The Way Forward 189

Index 203

Laddering

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    A Hardback by Eric V. Holtzclaw

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      Book details

      Publisher John Wiley & Sons Inc
      Published 23 August 2013
      ISBN-13 9781118566121
      978-1118566121
      ISBN-10 1118566122

      Description

      Book Synopsis
      Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window.

      Table of Contents

      Preface ix

      Chapter 1 History 1

      Chapter 2 The Need for Laddering 19
      BellSouth Case Study: But Would You? 37

      Chapter 3 Laddering Defined 45
      Cruise Line Case Study 59

      Chapter 4 The Steps to Laddering 65
      The Social TV Case Study 80

      Chapter 5 Confirming and Fine-Tuning Your Ladders 91
      The Social Media Family Case Study 106

      Chapter 6 Latticing: Finding the Overlap in Ladders 117
      Travel Personas Case Study 135

      Chapter 7 Lensing 143

      Chapter 8 Practical Application of Laddering 165
      BISSELL Word-of-Mouth Marketing Case Study 182

      Chapter 9 The Way Forward 189

      Index 203

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