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

By: Simonson, Itamar [author.].
Contributor(s): Rosen, Emanuel.
Material type: TextTextPublisher: New York, NY : HarperBusiness, [2014]Edition: First edition.Bibliography: Includes bibliographical references and index.Description: xv, 232 p. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780062215673; 0062215671.Subject(s): MarketingDDC classification: 658.8
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.
Summary: Offers a new framework called the influence mix, which shows readers how to influence customers through updated communication strategies, market research programs, and segmentation strategies.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Two Weeks Davenport Library Circulating Collection Print-Circulating 658.8 Si574 2014 (Browse shelf(Opens below)) Available 34284003489804

Includes bibliographical references 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.

Offers a new framework called the influence mix, which shows readers how to influence customers through updated communication strategies, market research programs, and segmentation strategies.

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