{"product_id":"laddering-9781118566121","title":"Laddering","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eChapter 1 History 1\u003c\/p\u003e \u003cp\u003eChapter 2 The Need for Laddering 19\u003cbr\u003e\u003ci\u003eBellSouth Case Study: But Would You? \u003c\/i\u003e37\u003c\/p\u003e \u003cp\u003eChapter 3 Laddering Defined 45\u003cbr\u003e\u003ci\u003eCruise Line Case Study \u003c\/i\u003e59\u003c\/p\u003e \u003cp\u003eChapter 4 The Steps to Laddering 65\u003cbr\u003e\u003ci\u003eThe Social TV Case Study \u003c\/i\u003e80\u003c\/p\u003e \u003cp\u003eChapter 5 Confirming and Fine-Tuning Your Ladders 91\u003cbr\u003e\u003ci\u003eThe Social Media Family Case Study \u003c\/i\u003e106\u003c\/p\u003e \u003cp\u003eChapter 6 Latticing: Finding the Overlap in Ladders 117\u003cbr\u003e\u003ci\u003eTravel Personas Case Study \u003c\/i\u003e135\u003c\/p\u003e \u003cp\u003eChapter 7 Lensing 143\u003c\/p\u003e \u003cp\u003eChapter 8 Practical Application of Laddering 165\u003cbr\u003e\u003ci\u003eBISSELL Word-of-Mouth Marketing Case Study \u003c\/i\u003e182\u003c\/p\u003e \u003cp\u003eChapter 9 The Way Forward 189\u003c\/p\u003e \u003cp\u003eIndex 203\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406890672471,"sku":"9781118566121","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118566121.jpg?v=1730497460","url":"https:\/\/bookcurl.com\/products\/laddering-9781118566121","provider":"Book Curl","version":"1.0","type":"link"}