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Books > Business & Money > Marketing & Sales > Consumer Behavior > 1118566122
  1. Laddering: Unlocking the Potential of Consumer Behavior
    Laddering: Unlocking the Potential of Consumer Behavior
    Laddering: Unlocking the Potential of Consumer Behavior
    Image(s) provided for illustrative purposes and may differ from the actual product
  2. Laddering: Unlocking the Potential of Consumer Behavior

    Delivery: 10-20 Working Days
    Customer Ratings (10 reviews)
    Price R801.00

Additional Information

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 and he is regularly contributor to

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.


Eric V. Holtzclaw
Brand: Wiley
Used Book in Good Condition
Most Helpful Customer Reviews

Thank you Eric! Laddering is timely and is a must-have resource for my library. Understanding why customers do things the way they do, and more importantly, how to use that information to build long-term relationships should be at the top of any Marketing or Customer Experience Exec's top initiatives. Eric has brilliantly and masterfully presented the key strategies to build strong relationships and engage your customers based on their preferences.
A well thought out and dynamic book and is a must read for those who are involved in business and entrepreneurs.
This is the type of really strong content you don't find on WSJ, AOL, Business Insider for free. It's apparent that Holtzclaw knows and is able to leverage the way customers behave in a manner that is not manipulative, but rather honest and sincere.

If read closely, consider it a small investment for anyone who is a marketing professional, small business owner or who enjoys being creative while profiting from their abilities. I was very impressed - it's a rarity that you'll find a book on the topic that is not self-fulfilling, but rather entertaining and informative.

I'm yet to give any book on marketing (specially find any book on Amazon about customer behavior) over 3 stars and this one is a 4.5.
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