Absolute value : what really influences customers in the age of (nearly) perfect information /

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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Simonson, Itamar (Autor), Rosen, Emanuel (Manu), 1953- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, NY : Harper Business, [2014]
Edición:First edition.
Temas:
Marketing.
Marketing
marketing.
Verbraucherverhalten
Markenpolitik
Kundenorientierung
Kundenmanagement
Markenartikel
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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.

Ejemplares similares