Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen.
Material type:
TextPublisher: New York, NY : HarperBusiness, [2014]Edition: First editionDescription: xv, 232 pages ; 24 cmContent type: - text
- unmediated
- volume
- 9780062215673
- 0062215671
- 658.8 23
- HF5415 .S512 2014
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Maasai Mara University Library -Main Campus | HF5415.S512 2014 (Browse shelf(Opens below)) | Available | 17030381 |
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| HF5415.R87 2007 Vulcans earthlings and marketing ROI/ | HF5415 .R9 1981 A guide to marketing / | HF5415 .S326 2009 Rethinking Marketing the entrepreneurial imperative/ | HF5415.S512 2014 Absolute value : what really influences customers in the age of (nearly) perfect information / | HF5415 .S64 2007 Marketing/ | HF5415 .S745 1977 Fundamentals of Marketing / | HF 5415 .S745 1978 Fundamentals of Marketing / |
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.
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