Title:
Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen.
Author:
Simonson, Itamar, author.
Rosen, Emanuel, author.
Publication Information:
New York, NY : HarperBusiness, [2014]
Call Number:
HF5415 .S4969 2014
Abstract:
Offering a new framework called the influence mix, a forward-looking marketing guide shows how to influence customers in this new age and environment through updated communication strategies, market research programs, and segmentation strategies.
Edition:
First edition.
ISBN:
9780062215673
Physical Description:
xv, 232 pages ; 24 cm
Subject Term:
Contents:
I: The shift from relative to absolute. From relative to absolute ; The decline of "irrationality" ; New patterns in consumer decision making ; Why we're bullish about absolute values -- II: How marketing changes forever. When brands mean less ; Satisfaction, loyalty, and the future of past experience ; Absolute diffusion : from Pinehurst to Pinterest ; Pointless positioning and persuasion -- III: A new framework. The influence mix ; Communication : match your customers' influence mix ; Market research : from predicting to tracking ; Segment evolution : from susceptible to savvy ; The future of the absolute ; Absolute business : a final word.
Added Author:
Personal Author:
Subject:
