Absolute value
Absolute value
- HarperCollins, 2014
- xv + 232 p. ; 23 cm
what really influences customers in the age of (nearly) perfect information
Includes index.
I. THE SHIFT FROM RELATIVE TO ABSOLUTE ; 1. From relative to absolute ; 2. The decline of 'irrationality' ; 3. New patterns in consumer decision making ; 4. Why we're bullish about absolute values ; II. HOW MARKETING CHANGES FOREVER ; 5. When brands mean less ; 6. Satisfaction, loyalty, and the future of past experience ; 7. Absolute diffusion: from Pinehurst to Pinterest ; 8. Pointless positioning and persuasion ; III. A NEW FRAMEWORK ; 9. The influence mix ; 10. Communication: match your customers' influence mix ; 11. Market research: from predicting to tracking ; 12. Segment evolution: from susceptible to savvy ; 13. The future of the absolute ; 14. Absolute business: a final word
9780062215673
HF COMMERCE
Consumer
Sales
Marketing
Branding (Marketing)
Client
Persuasion
Marketing
Research
what really influences customers in the age of (nearly) perfect information
Includes index.
I. THE SHIFT FROM RELATIVE TO ABSOLUTE ; 1. From relative to absolute ; 2. The decline of 'irrationality' ; 3. New patterns in consumer decision making ; 4. Why we're bullish about absolute values ; II. HOW MARKETING CHANGES FOREVER ; 5. When brands mean less ; 6. Satisfaction, loyalty, and the future of past experience ; 7. Absolute diffusion: from Pinehurst to Pinterest ; 8. Pointless positioning and persuasion ; III. A NEW FRAMEWORK ; 9. The influence mix ; 10. Communication: match your customers' influence mix ; 11. Market research: from predicting to tracking ; 12. Segment evolution: from susceptible to savvy ; 13. The future of the absolute ; 14. Absolute business: a final word
9780062215673
HF COMMERCE
Consumer
Sales
Marketing
Branding (Marketing)
Client
Persuasion
Marketing
Research
