| Description |
1 online resource (1 volume) |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Language |
English. |
| 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. |
| Subject |
Marketing.
|
|
Marketing |
|
Marketing. |
|
marketing. |
|
Marketing |
|
Verbraucherverhalten |
|
Markenpolitik |
|
Kundenorientierung |
|
Kundenmanagement |
|
Markenartikel |
| Added Author |
Rosen, Emanuel (Manu), 1953- author.
|
| Added Title |
What really influences customers in the age of (nearly) perfect information |
| ISBN |
006221568X |
|
9780062215680 |
|
0062215671 |
|
9780062215673 |
|
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