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Laddering : unlocking the potential of consumer behavior
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: 1. Understand your customers' DNA; that is, why consumers buy from you 2. Capitalize on the true patterns of why people buy 3. Unlock your company's big data to make smarter, informed decisions 4. Define the consumers' core motivations and buying ecosystem
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