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Laddering: Unlocking the Potential of Consumer Behavior [Kindle Edition]

Eric V. Holtzclaw

Kindle-Preis: EUR 16,15 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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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.


It's a consumer-powered economy.
The introduction of new disruptive technologies in recent years has changed the rules of marketing and product development forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with almost limitless choices for making a purchase in a shrinking decision window. Consumers are looking for a relationship, not a transaction-they want to be acknowledged and understood. Therefore, it is crucial to understand what drives customer behavior in order to design products, marketing, and experiences that will succeed.
Laddering outlines a process that powers companies to a better understanding of customers by asking the right questions of your customers and your data. To make smart decisions and determine true ROI, it is vital to get to the core of a customer's behavior. Laddering provides the framework for evaluating what marketing messages, campaigns, and experiences are most appropriate for your audience. Author Eric Holtzclaw's process will create the wisdom you need to unlock the potential of your product or service in today's marketplace. Inside, you will learn how to:
* Understand your customers' DNA; that is, why consumers buy from you
* Capitalize on the true patterns of why people buy
* Unlock your company's big data to make smarter, informed decisions
* Define the consumers' core motivations and buying ecosystem
Marketing and product development teams need a wake-up call to shift their focus to what's really important. It's time to create new rules-and new ways of doing business and measuring success. Laddering makes you look at your customers in a new light to see a path to maximizing your profits and reducing your support costs. Understand what to build and how to market for success in the new many-to-many economy.


  • Format: Kindle Edition
  • Dateigröße: 631 KB
  • Seitenzahl der Print-Ausgabe: 229 Seiten
  • ISBN-Quelle für Seitenzahl: 1118566122
  • Verlag: Wiley; Auflage: 1 (27. Juni 2013)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Nicht aktiviert
  • Amazon Bestseller-Rang: #485.495 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

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Die hilfreichsten Kundenrezensionen auf (beta) 4.7 von 5 Sternen  10 Rezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Wake Up! 30. Juli 2013
Von TF - Veröffentlicht auf
Format:Gebundene Ausgabe
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.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Thought provoking and insightful. 23. Juli 2013
Von digging deeper - Veröffentlicht auf
Format:Kindle Edition
A well thought out and dynamic book and is a must read for those who are involved in business and entrepreneurs.
3.0 von 5 Sternen Not about laddering 22. Mai 2014
Von Ilya Vedrashko - Veröffentlicht auf
Format:Kindle Edition|Verifizierter Kauf
Laddering typically refers to a specific interviewing technique introduced by Reynolds and Gutman in the 1980s. I was hoping that technique is what the book would be about, but the author only briefly mentions it (and somewhat misrepresents it) only to dismiss it as outdated. If you are looking for a book about that kind of laddering, there's one on Amazon on means-end analysis co-edited by Reynolds.

It is also common to refer to any kind of one-on-one consumer interviews as laddering, so perhaps that's what the title refers to, although it never really becomes clear.

Overall, it's a well-meaning book that could've benefited from tighter editing and less sloganeering about how the world has changed forever.
5.0 von 5 Sternen Great Read! 14. Oktober 2013
Von Jon Herron - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
A thought provoking way of approaching how consumers make decisions. I would highly recommend this book to business owners and marketers. Eric's approach is timely and timeless.
4.0 von 5 Sternen Accurate, Honest and...Honestly Entertaining 10. Oktober 2013
Von Kenneth Sundheim - Veröffentlicht auf
Format:Gebundene Ausgabe
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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