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Laddering: Unlocking the Potential of Consumer Behavior Hardcover – July 15, 2013

4.7 out of 5 stars 10 customer reviews

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Editorial Reviews

From the Inside Flap

p>WAKE UP!

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.

From the Back Cover

Praise for Laddering

"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric's insightful experience to improve your communication with the people who buy and use your products."
—BRETT FARMILOE, Employee 01, Markitors

"Big data isn't about the numbers. It's about the people who are represented by the numbers. Laddering shows you how to effectively build and nurture relationships with your customers."
—JOHN DAVIDSON, CEO, Curious Analytics

"This is the manual on interview techniques that anyone in the customer discovery phase of their lean startup should religiously read. Put this book next to Eric Ries's and Steve Blank's books on lean startups. Without it, you're just fooling yourself about what your customers want."
—MICHAEL MEALLING, cofounder, Pipefish

"The new economy requires that you get to know your customers intimately. Eric provides the techniques you need to ask, listen, and learn from your customers. The approach he outlines in Laddering drives new strategies that lead to increased customer engagement."
—SCOTT FREY, President and CEO, PossibleNOW

"From Bernays to Blakley . . . Holtzclaw goes beyond big data and asks the crucial question of consumer behavior: why? Eric is the consumer's champion, diving deep into our DNA. He explains why Groupon is failing and why big data is not our savior."
—BRANDY NAGEL, author of Digitally Famous

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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (July 15, 2013)
  • Language: English
  • ISBN-10: 1118566122
  • ISBN-13: 978-1118566121
  • Product Dimensions: 6.4 x 0.8 x 9.3 inches
  • Shipping Weight: 14.1 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #1,759,004 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover
This book has helped me look at a very broad, large market that I work in and develop a strategy that properly identifies the consumers of my product as well as what makes them tick. The relation to experiences as well as everyday examples helps this book become more applicable and relevant than any type of book I could have read in school. Great job!
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By TF on July 30, 2013
Format: Hardcover
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.
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Format: Hardcover
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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Format: Hardcover Verified Purchase
The insights in this book are deep, and the information is relevant to the social media era. I know that Eric Holtzclaw's wisdom will help my business grow exponentially. This book is a must-read for any business owner, and for managers of millennials. Great book!
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Format: Hardcover
I enjoyed Eric's book. It was very interesting and eye-opening. You don't have to be an expert to see its value and importance for businesses trying to succeed and flourish in our new economy. Eric is right,I want to buy from a company that really cares about what I want.
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