Absolute value, what really influences customers in the age of (nearly) perfect information, Itamar Simonson and Emanuel Rosen
Type
Label
Absolute value, what really influences customers in the age of (nearly) perfect information, Itamar Simonson and Emanuel Rosen
Language
eng
Bibliography note
Includes bibliographical references and index
Index
index present
Literary Form
non fiction
Main title
Absolute value
Nature of contents
bibliography
Oclc number
869372853
Responsibility statement
Itamar Simonson and Emanuel Rosen
Sub title
what really influences customers in the age of (nearly) perfect information
Summary
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
Table Of 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