Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen.

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.

Saved in:

Bibliographic Details
Main Authors:	Simonson, Itamar (Author), Rosen, Emanuel (Manu), 1953- (Author)
Language:	English
Published:	New York, NY : HarperBusiness, [2014]
Edition:	First edition.
Subjects:	Marketing. Consumer behavior. BUSINESS & ECONOMICS / Marketing / Research. BUSINESS & ECONOMICS / Consumer Behavior.
Physical Description:	xv, 232 pages ; 24 cm
Variant Title:	What really influences customers in the age of nearly perfect information.
Format:	Book

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.