Published 2013
Table of Contents:
“…History -- The need for laddering :
BellSouth case study: but would you? -- Laddering defined : cruise line case study -- The steps to laddering : the social TV case study -- Confirming and fine-tuning your ladders: The social media family case study -- latticing: finding the overlap in ladders: travel personas case study --
Lensing -- Practical application of laddering : Bissell word-of-mouth marketing case study -- The way foreword.…”
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