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. Therefore, it is crucial
to understand what drives customer behavior to design products,
marketing, and experiences that will succeed. "Laddering" explains
how to better understand your customers' core values. Learn to ask
the right questions from your customers, use it to analyze your
data, and unlock the true potential of your product or service.
Use "Laddering" techniques to map your customer's DNA and
understand why consumers buy from you. Helps you look at your
customers in a new way and as a result maximize 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, a user
experience research firm and Laddering Works, a marketing strategy
and consulting firm. His weekly radio show, The 'Better You'
Project, shines a spotlight on entrepreneurs' business journeys,
his column Lean Forward appears weekly on INC.com and he is
regularly contributor to CMO.com.
You must understand what is truly important in order to build
relationships with consumers and to market for success in the new
many-to-many economy. "Laddering" offers the tools and knowledge
you need to thrive.
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