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· 제목 : Laddering (Hardcover) 
· 분류 : 외국도서 > 경제경영 > 소비자행동론
· ISBN : 9781118566121
· 쪽수 : 224쪽
· 분류 : 외국도서 > 경제경영 > 소비자행동론
· ISBN : 9781118566121
· 쪽수 : 224쪽
목차
Preface ix
Chapter 1 History 1
Chapter 2 The Need for Laddering 19
BellSouth Case Study: But Would You? 37
Chapter 3 Laddering Defined 45
Cruise Line Case Study 59
Chapter 4 The Steps to Laddering 65
The Social TV Case Study 80
Chapter 5 Confirming and Fine-Tuning Your Ladders 91
The Social Media Family Case Study 106
Chapter 6 Latticing: Finding the Overlap in Ladders 117
Travel Personas Case Study 135
Chapter 7 Lensing 143
Chapter 8 Practical Application of Laddering 165
BISSELL Word-of-Mouth Marketing Case Study 182
Chapter 9 The Way Forward 189
Index 203
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