Absolute value : what really influences customers in the age of (nearly) perfect information /
Simonson, Itamar,
Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen. - First edition. - xv, 232 pages ; 24 cm
Includes bibliographical references (pages 195-219) and index.
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.
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.
9780062215673 0062215671
2013478768
Marketing.
Verbraucherverhalten.
Markenpolitik.
Kundenorientierung.
Kundenmanagement.
Markenartikel.
HF5415 / .S512 2014
658.8
Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen. - First edition. - xv, 232 pages ; 24 cm
Includes bibliographical references (pages 195-219) and index.
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.
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.
9780062215673 0062215671
2013478768
Marketing.
Verbraucherverhalten.
Markenpolitik.
Kundenorientierung.
Kundenmanagement.
Markenartikel.
HF5415 / .S512 2014
658.8