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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.
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Previews available in: English
Showing 2 featured editions. View all 2 editions?
Edition | Availability |
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1
Absolute value: what really influences customers in the age of (nearly) perfect information
2014
in English
- First edition.
0062215671 9780062215673
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2
Absolute Value: What Really Influences Customers in the Age of Perfect Information
2014, HarperCollins Publishers
in English
006221568X 9780062215680
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Libraries near you:
WorldCat
|
Book Details
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.
Edition Notes
Includes bibliographical references and index.
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