TY  - BOOK
AU  - Simonson,Itamar
AU  - Rosen,Emanuel
TI  - Absolute value: what really influences customers in the age of (nearly) perfect information 
SN  - 9780062215673
AV  - HF5415 .S512 2014
U1  - 658.8 23
PY  - 2014///]
CY  - New York, NY
PB  - HarperBusiness
KW  - Marketing
KW  - Verbraucherverhalten
KW  - gnd
KW  - Markenpolitik
KW  - Kundenorientierung
KW  - Kundenmanagement
KW  - Markenartikel
N1  - 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
N2  - 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
UR  - http://www.loc.gov/catdir/enhancements/fy1409/2013478768-b.html
ER  -