Absolute value
Subtitle: what really influences customers in the age of (nearly) perfect information
By: Itamar Simonson and Emanuel Rosen
Contributors: Rosen, Emanuel, author
Edition: First edition.
Published: 2014
Language: eng
Number of pages: 232
ISBN-13: 9780062215673
Subjects: Marketing; Management
Description: 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.
Notes: Includes bibliographical references and index.
Table of contents: title: 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; title: 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; title: 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.