TY  - BOOK
AU  - Holzclaw, Eric V.
TI  - Laddering: unlocking the potential of consumer behavior 
SN  - 9781118566121
AV  - HF 5415.32 .H65 2013 
PY  - 2013///
CY  - Hoboken, New Jersey
PB  - John Wiley & Son, Inc.
KW  - CONSUMER BEHAVIOR
N1  - Includes index; 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
N2  - Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze
ER  -