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Eric V HoltzclawLaddering : unlocking the potential of consumer behavior / Eric V Holtzclaw. Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]xvi, 209 p. ; 24 cm.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
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