Overview
Marketing and product development best practices for afragmented economy
The rules for marketing and product development have changedforever. You no longer control where and how consumers receivemarketing messages. The consumer is in charge, with ever-growingchoices and a shrinking decision window. Therefore, it is crucialto understand what drives customer behavior to design products,marketing, and experiences that will succeed. Ladderingexplains how to better understand your customers' core values.Learn to ask the right questions from your customers, use it toanalyze your data, and unlock the true potential of your product orservice.
Use Laddering techniques to map your customer's DNA andunderstand why consumers buy from you.
- Helps you look at your customers in a new way and as a resultmaximize your profits and reduce your support costs
- Provides a framework for evaluating what marketing messages,campaigns and experiences are appropriate
- Author Eric V. Holtzclaw is CEO and founder of User Insight, auser experience research firm and Laddering Works, a marketingstrategy and consulting firm. His weekly radio show, The 'BetterYou' Project, shines a spotlight on entrepreneurs' businessjourneys, his column Lean Forward appears weekly on INC.com and heis regularly contributor to CMO.com.
You must understand what is truly important in order to buildrelationships with consumers and to market for success in the newmany-to-many economy. Laddering offers the tools andknowledge you need to thrive.
This book title, Laddering (Unlocking the Potential of Consumer Behavior), ISBN: 9781118566121, by Eric V. Holtzclaw, published by Wiley (July 15, 2013) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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