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Author Simonson, Itamar, author.

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

Publication Info. New York, NY : HarperBusiness, [2014]

Copies

Location Call No. Status
 Manchester, Main Library - Non Fiction  658.8 SIMONSON    Check Shelf
 Newington, Lucy Robbins Welles Library - Adult Department  658.8 SIMONSON    Check Shelf
 Portland Public Library - Adult Department  658.8 SIM    Check Shelf
Edition First edition.
Description xv, 232 pages ; 24 cm
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.
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.
Added Author Rosen, Emanuel (Manu), 1953- author.
ISBN 9780062215673
0062215671
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