Description
Book SynopsisMarketing 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 ContentsPreface 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
